Rentrak Snaps Up Nielsen EDI

Acquisition of box-office tracking service will give it 90 percent coverage of the global theatrical market

Continuing its quest to unload what it calls “non-core” assets, Nielsen agreed to sell its global box-office tracking service Nielsen EDI to Rentrak Corp.

The transaction, reportedly valued at $15 million and set to close in the first quarter of 2010, will give Rentrak access to theatrical revenue data in territories it currently doesn’t have, including the U.K., Germany, France, Russia, Spain, Japan, Korea and Australia.

In fact, putting Nielsen EDI into the Rentrak Box Office Essentials fold will give it data covering about 90 percent of the global theatrical market.

Meanwhile, the deal is only the latest divestiture for Nielsen, which last week unloaded media trade magazines The Hollywood Reporter, Adweek and Billboard to e5 Global Media.