Nine Entertainment (ASX:NEC) completed its 100% acquisition of digital outdoor specialist QMS Media from Quadrant Private Equity, marking a pivotal shift in the Australian media landscape.
The deal, first announced in late January, integrates QMS' premium digital billboards and transit assets with Nine's powerhouse portfolio of streaming, broadcast, and publishing platforms.
The consolidation creates a unique cross-platform proposition designed to offer advertisers unparalleled reach and data-driven solutions across a more connected media ecosystem.
The financial implications of the merger are substantial. Nine expects QMS to contribute $92 million in EBITDA for FY26 on a pro forma basis, inclusive of approximately $20 million in anticipated cost synergies.
The strategic pivot towards digital growth assets—including Stan, 9Now, and digital mastheads—is projected to see the sectors contribute over 60% of group revenue by FY27, a significant jump from 45% in FY25.
Nine CEO Matt Stanton described the completion as a "defining moment," noting that the alignment of sales strategies is already underway to allow clients to capitalise on the combined reach.
The acquisition is a cornerstone of Nine's broader portfolio optimisation strategy. To further streamline operations, the company is progressing with the sale of Nine Radio to the Laundy Family Office and shifting its Northern NSW and Darwin TV interests to an affiliate structure.
The divestments are expected to close by the end of May, pending final shareholder and ACCC approvals.
At the time of reporting, Nine Entertainment's share price was $0.95.