Nine Entertainment acquires QMS Media

Nine Entertainment has announced the acquisition of QMS Media for approximately $850 million, signalling a strategic shift towards digital out-of-home advertising.

QMS operates one of Australia’s largest digital outdoor media networks, with major contracts including the City of Sydney and Auckland Transport.

The announcement coincided with Nine’s decision to divest its radio assets—2GB, 3AW, 6PR and 4BC—to Arthur Laundy for $56 million. Nine also confirmed a separate $15 million transaction to transfer the northern NSW television station NBN to its partner WIN Network. Nine told shareholders the moves represent a deliberate shift away from radio and regional television toward digital advertising.
Nine chief executive Matt Stanton said the transactions would allow the group to integrate QMS into its broader media offering, including the promotion of Nine content across QMS billboards and expanded advertising options for clients.

“QMS is a highly complementary media platform, offering Nine the opportunity to drive significant value by leveraging our premium content on QMS screens and creating an advertising proposition that spans from ‘sofa to street’,” Stanton said. “These transactions will create a more efficient, higher-growth, and digitally powered Nine Group for our consumers, advertisers, shareholders and people. The purchase and related sales mark a milestone in our Nine2028 transformation.”

QMS is forecast to deliver EBITDA of $105 million for the 2026 calendar year, representing a double-digit percentage increase on the prior year. More than 80 per cent of QMS revenue is derived from contracts extending through to December 2028.

Nine said the acquisition aligns with continued growth in Australia’s out-of-home advertising sector. The category has increased its share of national advertising expenditure from approximately 10 per cent in 2014 to around 18 per cent today. QMS currently holds an estimated 15 per cent market share.

Stanton said out-of-home advertising is comparatively resilient to global digital platforms and noted QMS’s role in delivering public messaging during major events and emergencies.

The announcement was positively received by investors, with Nine shares closing up around five per cent on the day.

The transactions remain subject to approval from the Australian Competition and Consumer Commission and are expected to be completed by 30 June. Nine said the deal structure, with an estimated cash outlay of $780 million, would help offset tax liabilities arising from the sale of Domain.