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Nine Entertainment

Unified cross-channel advertising across TV, digital

Overview

Nine for Brands coordinates cross-platform advertising across Nine Entertainment’s TV, radio, print, digital, and video-on-demand assets through a single sales channel. It enables tailored campaigns that run on TV, digital properties like nine.com.au and 9Now, radio, and print in major mastheads such as The Sydney Morning Herald and The Age, with outdoor expansion added via QMS Media’s Sofa to Street proposition. It differentiates itself by offering end-to-end planning, buying, and measurement across platforms in one transaction, supported by Nine’s data and content ecosystem. Its goal is to help brands efficiently reach wide and targeted audiences across Nine’s portfolio while growing ad inventory with outdoor media.

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About Nine Entertainment

Simplify's Rating
Why Nine Entertainment is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Data & AnalyticsConsumer SoftwareEntertainment

Company Size

1,001-5,000

Company Stage

N/A

Total Funding

N/A

Headquarters

Sydney, Australia

Founded

N/A

Simplify Jobs

Simplify's Take

What believers are saying

  • QMS integration creates Sofa to Street selling, opening retail media with Metcash.
  • Nine secured Metcash LocalEyes on June 22, 2026, expanding inventory across 860 screens.
  • NRL rights retention and Stan extensions keep premium sports audiences inside Nine.

What critics are saying

  • Amanda Laing exited September 2026; Stanton now directly runs streaming and broadcast.
  • Nine cut 30 publishing jobs in July 2026 after April's 20 television redundancies.
  • Bruce Gordon's stake above 25% blocks major moves; family control risks strategic drift.

What makes Nine Entertainment unique

  • Nine bundles broadcast, streaming, publishing, and outdoor through one sales motion.
  • QMS acquisition on April 1, 2026 adds digital out-of-home to Nine's portfolio.
  • Nine owns premium Australian brands: Channel 9, 9Now, Stan, SMH, The Age.

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Benefits

  • Flexible Work Hours
  • Hybrid Work Options
  • Parental Leave

Company News

The Age
Oct 15th, 2026
Sport presenter Danika Mason joins Today exodus.

Sport presenter Danika Mason joins Today exodus. October 16, 2026 - 7:52am Article gifting is here Give anyone free access to subscriber-only stories when you subscribe. Sports presenter Danika Mason has joined the exodus from the Today show, announcing her departure from the program on Friday morning. "Bit of news from me... I'm going on maternity leave," Mason said on the show. "I've had to make the decision as to whether what I do when I come back next year... obviously juggling all my NRL commitments, [the] Today show, and then a new baby as well. The sport presenter is the fourth high-profile departure from the flagship Nine show since June. "Something had to give, so I've made a pretty tough decision... when I return next year, I won't be coming back to the show." Mason's announcement marks the fourth high-profile departure of Today presenters since June, when the network terminated media personality Karl Stefanovic's multimedia contract after an interview with far-right British activist Tommy Robinson. Last month, Stefanovic's former co-host, Sarah Abo, confirmed while she was on maternity leave that she was leaving the program, while weather presenter Tim Davies announced in August he would leave the show. Sylvia Jeffreys and Tom Steinfort were in September announced as the new hosts of Today. Mason is one of Nine's NRL and sports presenters and joined Today in May 2025, after beginning at Nine (also the owner of this masthead) in 2012. In July, Mason, who is married to former NRL prop Liam Knight, announced she was pregnant. The decision to leave the program was not easy, Mason said on air. "I've absolutely loved my time with everyone. We have the best audience, we have the best team, and it has been an absolute, just such a fun two years, and everyone who is in here in the morning, all our floor crew, you guys are just amazing, and I've had the best time," she said. From our partners. In February, Mason made international headlines and had to apologise for drinking before an awkward live cross from the Winter Olympics in Italy, during which she stumbled over her words. Mason's departure comes at a dire time for Nine's flagship breakfast program, which continues to lag Seven's Sunrise in the hard-fought timeslot. On Wednesday, Sunrise boasted a 421,000 total national average audience rating, while Today was well behind at 273,000. The appointments of Jeffreys and Steinfort followed an era of the show marked by a rotating roster of fill-in hosts. Jeffreys recently revealed she is pregnant with her third child and is likely to be on maternity leave for at least a few months early next year, which suggests the hosting shuffling will continue to some extent. Find out the next TV, streaming series and movies to add to your must-sees. Get The Watchlist delivered every Thursday. Kayla Olaya is a culture reporter at The Sydney Morning Herald.Connect via email. THE AGE RECOMMENDS

Bandt
Oct 4th, 2026
Nine secures multi-year Athletics Australia broadcast deal.

Nine secures multi-year Athletics Australia broadcast deal. Published on: 4th October 2026 at 8:28 PM Jess Hull is on of the Aussie track superstars fans will be able to watch on Nine. Photo: Athletics Australia's Instagram. Nine has secured a seven-year broadcast partnership with Athletics Australia at the dawn of a golden era of athletics Down Under. The agreement will make Nine the home of Australian athletics from 2027 to at least the end 2033, taking the sport beyond the Los Angeles 2028 and Brisbane 2032 Olympic and Paralympic Games and into one of the most significant periods in Australian sporting history. The deal will see Nine cover athletics events from the Maurie Plant Meet in Melbourne, to the Australian Athletics Championships and the Olympic and Paralympic selection events on the road to Brisbane 2032. Australian athletes have had a golden year on the world stage, with superstars including Olympic silver medalist Jessica Hull, rising middle distance runner Cameron Myers; established star pole vaulters and Olympic champion Nina Kennedy and Kurtis Marschall; and high jump rivals and world leaders Nicola Olyslagers and Eleanor Patterson. Perhaps the most notable rising stars are the Aussie sprint trio Gout Gout, Torrie Lewis and Lachlan Kennedy; the latter recently clocked a 9.85 second 00m sprint at the Commonwealth Games, making him the fastest Aussie in history. Nine said that the partnership, which aligns neatly with its Olympic and Paralympic broadcast deals, extends well beyond event coverage. It will use its unparalleled reach and 'Sofa to Street' proposition to deepen fandom and tell the stories of Australian athletics and its athletes across Nine's streaming, publishing and digital assets. The partnership will also include a dedicated preview show ahead of each Australian Athletics Championships and a feature-length documentary in the 2028 and 2032Olympic years. The agreement follows a competitive market process undertaken by Australian Athletics, with a clear ambition to secure more than a broadcaster. "This is a landmark day for athletics in Australia," Australian Athletics CEO Simon Hollingsworth said. "Our athletes are among the best in the world, and this partnership gives more Australians the opportunity to see them compete, get to know them and follow their journeys. "With the Brisbane Olympics and Paralympics 2032 on the horizon, we wanted a partner that shared our ambition for the sport and was prepared to invest in building athletics over the long term. "Nine is not simply broadcasting our events, they are backing our athletes, telling their stories and helping us build a bigger audience for athletics across Australia." Nine director of sport Brent Williams said: "Australian Athletics is entering a golden era and we are thrilled to be on board such an epic ride through to Brisbane 2032 and beyond. Australia already boasts some of the most exciting athletes on the planet, with a great promise of more to come. We look forward to the journey, telling their stories and sharing their magical moments with all of Australia across the screens of Nine." Australian Athletics president Jane Flemming, a former Commonwealth Games heptathlon and long jump champion, said the partnership would create opportunities across every level of the sport. "We know our sport is something everyone relates to, running, jumping, walking and rolling, and now the entire community will get to connect to it in an ongoing and live nature," she said. "From our athletes competing on the world stage to the kids discovering athletics for the first time on a Saturday morning, visibility matters. "Seeing our athletes competing in Australian stadiums, live on national television, gives young Australians heroes to follow and something to aspire to." Australian Athletics events announced so far for the 2027 Chemist Warehouse Summer Series and Australian Athletics domestic season, will be shown live and free across the the 9Network and 9Now. February 13: Adelaide International, SA Athletics Stadium February 27: Maurie Plant Meet, Lakeside Stadium March 6: Sydney Track Classic, Sydney Olympic Park Athletic Stadium March 20: Hobart Track Classic, Domain Athletics Centre April 1-4: Australian Athletics Championships, Sydney Olympic Stadium Join more than 30,000 advertising industry experts Get all the latest advertising and media news direct to your inbox from B&T.

Bandt
Sep 30th, 2026
DAZN Media+ hires nine director to strengthen Brisbane sales team.

DAZN Media+ hires nine director to strengthen Brisbane sales team. Published on: 1st October 2026 at 9:54 AM DAZN Media+ has appointed Nicole Ferguson as Brisbane sales director, bringing more than 15 years' experience across media, advertising and sports sales to the role. Ferguson joins DAZN Media+ from Nine, where she spent almost nine years working across the company's television, streaming, sport, publishing and radio assets, most recently as Group Business Director. ADVERTISING She brings deep local market experience and strong agency and client relationships as an established commercial leader and operator. Prior to Nine, Ferguson held sales roles at Val Morgan, The Music and Mean Broadcast, where she worked across Eurosport UK's advertising and sports sponsorship business. In her new role, Ferguson will lead DAZN Media+'s Brisbane sales team and oversee the commercial performance of its advertising business across Queensland. She will focus on growing the company's presence in the market, developing new business and strengthening agency and client partnerships through integrated advertising opportunities across DAZN Media+'s sport and entertainment assets. "Nicole is an outstanding commercial leader with the relationships, strategic instincts and local market knowledge to lead our next phase of growth in Queensland. She understands how to build meaningful partnerships that deliver for clients - not just across a single platform, but the full fan experience," DAZN Media+ chief sales officer Nev Hasan said. "Queensland's connection to sport is unmatched. The Brisbane Broncos delivered the highest average NRL audience on Kayo SPORTS this season - a clear signal of the scale and passion of local fans. "With Nicole leading our Brisbane team, we're well placed to help partners show up in and around the sports, teams and moments Australians care about most across streaming, digital, television and live experiences." Ferguson's appointment comes as DAZN Media+ scales its commercial offerings across its sports ecosystem, including Club Kayo and Sports Audience Graph, which were unveiled at its recent Upfront event in Sydney (see below). "DAZN Media+ has a compelling proposition for brands, bringing together premium content, trusted platforms and a range of ways to connect with audiences. I'm excited to join such a talented Brisbane team at a time of real opportunity for the business," Ferguson said. "From major partnerships and sponsorships through to digital, social and in-stadium opportunities, we can give partners access to audiences at every level of investment. "I'm looking forward to working alongside our agency and client partners to unlock those opportunities and find new ways for brands to be part of the moments that matter. With the strength and breadth of the DAZN Media+ offering, we're well placed to deliver more connected, effective solutions for partners." Join more than 30,000 advertising industry experts Get all the latest advertising and media news direct to your inbox from B&T. Arvind writes about anything to do with media, advertising and stuff. He is the former media editor of Campaign in London and has worked across several trade titles closer to home. Earlier in his career, Arvind covered business, crime, politics and sport. When he isn't grilling media types, Arvind is a keen photographer, cook, traveller, podcast tragic and sports fanatic (in particular Liverpool FC). During his heyday as an athlete, Arvind captained the Epping Heights PS Tunnel Ball team and was widely feared on the star jumping circuit.

The Age
Sep 23rd, 2026
Nine TV and streaming boss leaving after less than two years.

Nine TV and streaming boss leaving after less than two years. September 24, 2026 - 8:04am Nine's managing director of streaming and broadcast, Amanda Laing, is departing from the business after less than two years in the job. The powerful executive reported to chief executive Matt Stanton and oversaw Channel Nine, free online video platform 9Now, and premium streaming service Stan. Nine sources said she was departing in a move related to a restructure. She joined the company, which also owns this masthead, in April 2025. Laing had previously been a senior executive at pay television company Foxtel and had sat on the Australian Rugby League Commission. The move came after a day of change for Nine, which announced on Wednesday that Australian Financial Review editor-in-chief James Chessell was leaving to join independent media site Rampart. He is being replaced by the Review's editor Cosima Marriner. During Laing's tenure, Nine secured a deal to retain the rights to broadcast the NRL, but also made cuts in its television division in response to advertising revenue declining. In its most recent annual results, Nine cut the value of its Total TV business, which includes both broadcast and digital streaming, in its books by $426 million to about $360 million. Nine and Laing were contacted for comment. More to come. Calum Jaspan is a media writer for The Sydney Morning Herald and The Age, based in Melbourne. Reach him securely on Signal @calumjaspan.10Connect via X or email. Nick Bonyhady is the business editor of The Sydney Morning Herald and The Age. He is a former deputy federal editor, technology editor and industrial relations reporter.Connect via X or email. THE AGE RECOMMENDS

Mumbrella
Sep 21st, 2026
Motio and Ive Group market capitalisations both rise on takeover news while Nine hits new low.

Motio and Ive Group market capitalisations both rise on takeover news while Nine hits new low. September 21, 2026 5:05 Ive Group's announcement that it will buy Motio for a deal worth around $20m helped send both companies' market capitalisations up on Monday. Digital out of home player Motio rose by 13.5% to its highest valuation in nearly a year. Meanwhile printing and marketing services conglomerate Ive Group also ended the day positively, up by 0.4%. Elsewhere on the Unmade Index, ARN Media lost 8.6% in a swing that coincided with the confirmation that Dr Chris Brown will take on the Kiis Sydney breakfast slot. And Nine lost 2.6% on Monday, taking it down to a market capitalisation of $1.18bn, another record low for the company. The Unmade Index ended the day on 356.9 points, a fall of 1.2%. The Unmade Index is now trading close to its all-time low of 350.2 points which it hit in March. Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025. Have your say. Or comment anonymously Your comment will be marked as unverified

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