AdvertisementBusinessCompaniesAdvertising Opinion ‘Sofa to street’: Why Nine sold radio and spent almost $1 billion on billboards Elizabeth Knight Business columnist January 30, 2026 — 3:30pmJanuary 30, 2026 — 3:30pm Save You have reached your maximum number of saved items. But Friday’s move to sell out of the radio business and the tail of regional television to buy into outdoor advertising affords some additional protection. The company has been shifting towards a more digital focus for years, but this deal will give it another shove, as outdoor advertising billboards in Australia are now 76 per cent digital. So, in some respects, buying outdoor advertising company QMS for $850 million feels like taking earnings insurance. AdvertisementBut the price paid for the outdoor business could raise some eyebrows, given it is on the high side.