Nine Entertainment buys QMS Media for $850 million as radio assets sold

Australia’s Nine Entertainment shifts focus to digital with $850M QMS Media acquisition amid declining broadcast revenues.

Australia’s Nine Entertainment is making a bold move into digital advertising with its $850 million acquisition of outdoor advertising firm QMS Media. The shift comes as traditional broadcast revenues continue to decline, signalling a new strategic direction for the media giant.

As part of this transition, Nine will sell its metropolitan radio stations, refocusing resources on digital growth and reshaping its media portfolio. Industry experts suggest this could strengthen Nine’s position in the increasingly competitive advertising market.

Darren Woolley from TrinityP3 breaks down the motivations behind the acquisition, the financial strategy, and what it means for Nine’s future revenue streams.

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