Nine Divests 2GB, 3AW to Publican, Acquires Outdoor Media Firm for $850M
In a significant shift within Australia’s media sector, Nine Entertainment has announced a series of notable transactions. The company has agreed to sell its top conservative talkback stations, 2GB, 3AW, 4BC, and 6PR, to pub magnate Arthur Laundy and his family for $56 million. This deal is expected to reshape the landscape of Australian media.
Nine’s Strategic Moves
On January 30, 2026, Nine confirmed the sale, indicating a strategic pivot towards more lucrative and aligned assets. Alongside this sale, Nine has acquired outdoor media company QMS for $850 million, financed by the recent sale of digital real estate firm Domain.
Details of the Transactions
- Sale of Radio Stations: 2GB, 3AW, 4BC, and 6PR sold to Arthur Laundy for $56 million.
- Acquisition of QMS: Purchased for $850 million from Quadrant Private Equity.
- NBN Affiliation Changes: Nine’s northern NSW TV station NBN will affiliate with WIN Network for $15 million.
The sale of 2GB and 3AW marks the end of an era where these stations had significant political and business influence. In recent years, however, their power and financial performance have declined.
Leadership Perspective
Matt Stanton, Nine’s CEO, emphasized that these transactions would lead to a more efficient, digitally enhanced organization. He believes the changes will ensure that Nine is well-equipped to face industry challenges and provide sustainable value.
Impacts on Advertising and Media
With the acquisition of QMS, Nine gained access to outdoor advertising spaces, significantly diversifying its advertising capabilities. QMS manages prominent billboard contracts, including those in the City of Sydney, allowing Nine to offer comprehensive advertising solutions across various platforms.
Market Context
Despite the popularity of stations like 2GB and 3AW, which boast significant listener numbers, advertising revenue in the conservative talkback segment has seen a decline. In 2025, the audio division contributed only 2% to Nine’s EBITDA, with revenue falling to $101 million.
Future Outlook
As Nine restructures its business with these recent sales and acquisitions, it has become apparent that a focus on growth-oriented assets is underway. Additionally, this realignment aims to alleviate some of the financial implications stemming from declining broadcast revenues.
All transactions remain subject to ACCC approval, with completion expected by June 30, 2026. This marks a pivotal moment for Nine, shifting from traditional media channels to focusing on more digitally driven content and advertising strategies.
