Nine has completed its $850 million acquisition of QMS, from Quadrant Private Equity. The completion was made public by Nine via an ASX announcement.
Nine said the acquisition, announced on 30 January 2026, represents a critical milestone in Nine’s strategic transformation. The integration of QMS’s digital outdoor assets with Nine’s existing
Streaming, Broadcast, and Publishing platforms meaningfully enhances the Group’s offering to advertisers as a unique cross-platform digital media proposition.
Nine continues to expect QMS to contribute $92 million of EBITDA in FY26. And following the completion, Nine’s digital growth assets (Stan, 9Now, digital mastheads and OOH) are estimated to contribute more than 60 per cent of Group revenue in FY27, up from approximately 45 per cent in FY25.
Also, the January 2026 SMI numbers, revealed that even though ad spend is back 4.8 per cent from the same period last year, outdoor was one of the few that saw growth (0.7 per cent).
From today, QMS’ 300 team members from Australia and New Zealand will join the Nine Group and the business will continue to operate as a distinct division, overseen by CEO John O’Neill who will report to Nine Group CEO Matt Stanton.
“The completion of the QMS acquisition is a defining moment for Nine. QMS is a high-growth, digitally-led business that complements our existing premium content and data capabilities. With the addition of QMS, we can offer advertisers an unparalleled cross-platform reach, while diversifying our revenue streams towards structural growth areas,” said Stanton.
“Now the acquisition is complete, we are finalising the alignment of the Nine and QMS go to market sales strategies which will allow clients to capitalise on this powerful combination.”
“This acquisition brings together our premium digital outdoor portfolio with Nine’s streaming, broadcast and publishing assets to create a powerful, integrated media offering for advertisers, agencies and partners,” added O’Neill.
“This combination positions us to deliver more data-driven, innovative solutions at scale, while also creating fantastic new opportunities for our people as part of a larger, more connected media ecosystem. This is an exciting new chapter for QMS, and I’m looking forward to what we will achieve together.”
Earlier this year, Nine revealed it had acquired the out-of-home (OOH) firm, whilst also offloading its radio assets of 2GB, 3AW, 4BC, 6PR, 2UE, Magic1278 and 4BH to the Laundy Family Office.
Stanton revealed that the purpose of acquiring QMS was to “further diversify Nine’s revenue streams and add scale to its advertiser and agency relationships.”
Nine revealed this morning that further details on the new integrated Nine and QMS offering will be shared soon. Until then, all existing relationships, points of contact, commercial arrangements and service levels remain unchanged.
