Nine Sells 2GB, 3AW; Acquires Outdoor Media Firm for $850M
Nine Entertainment has made significant changes in Australia’s media landscape by selling its top conservative talkback stations, 2GB and 3AW, as well as others, to billionaire Arthur Laundy and his family for $56 million. This deal marks a pivotal shift for Nine as it also acquired outdoor media firm QMS for $850 million.
Details of the Transactions
The sales were approved during Nine’s annual board meeting in Melbourne. The radio stations, which have notably influenced political and business realms, have seen declines in both financial strength and influence. These changes resulted in a strategic realignment for Nine, focusing on long-term growth.
- Assets Sold: 2GB, 3AW, 4BC, 6PR
- Buyer: Arthur Laundy and family
- Sale Price: $56 million
- Outdoor Media Firm Acquired: QMS
- Acquisition Cost: $850 million
Strategic Realignment for Nine
Chief Executive Matt Stanton commented on these transactions, emphasizing their role in creating a more efficient and digitally focused Nine group. He highlighted the potential for these moves to enhance value for consumers and shareholders alike.
In addition to the radio stations’ sale, Nine has transferred ownership of its Northern NSW television station, NBN, to its affiliate partner, WIN Network. This decision aligns with Nine’s objective to streamline its operations.
Market Context and Future Prospects
Despite being traditional powerhouses in their respective markets, recent ratings reveal challenges for these talkback stations. For instance, 2GB lost its top position in Sydney, overtaken by SmoothFM, while 3AW continued to lead in Melbourne.
The radio division’s share of Nine’s EBITDA plummeted to just 2% in 2025, reflecting a decline in revenue, which dropped to $101 million. The sale process for the radio networks began in late 2025 and marked a significant shift in Nine’s business strategy.
Overall, Nine Entertainment’s restructuring reflects broader trends in the media industry, with a focus on digital platforms and growth potential in outdoor advertising with the acquisition of QMS. As Nine moves forward, it aims to adapt to industry changes and enhance its market position.
