Overview
- The sale closed on May 27, 2026, when Advaya Capital paid $70 million in cash to acquire Comscore’s box-office unit now returned to the Rentrak name.
- The business collects transaction-level data from about 34,000 theaters and more than 200,000 screens across 70-plus countries and covers roughly 95 percent of the global box office.
- Advaya has installed industry veterans on the board, including Chris Aronson and Arturo Guillén, and Comscore’s CEO said the move places the unit with a team that has deep expertise.
- Advaya has publicly outlined plans to deepen datasets in underrepresented international markets, apply AI to automate and improve data collection and build descriptive and predictive analytics as well as new theatrical products.
- The unit’s data is used by studios, distributors and exhibitors for release planning, financial settlements and talent pay, and the sale signals continued private equity interest in media measurement that could shape how theatrical and streaming strategies are planned.