Nine Entertainment Co. (Nine) has acquired a majority stake in CarAdvice, the leading publisher of online automotive editorial content in Australia. 

Alex Parsons, Nine’s Chief Digital and Marketing Officer, said today that the deal sees Nine’s digital business expand into one of Australia’s strongest advertising verticals, the automotive sector, with substantial opportunities to grow the CarAdvice audience and develop multi-platform opportunities. 

“No one is quite as passionate and knowledgeable about cars and automotive audiences as CarAdvice,” Mr Parsons said. 

“They are fiercely committed to their audiences and to providing expert analysis and commentary. It is this that has helped to make them the leading publisher of online automotive editorial content in Australia. We welcome CarAdvice to the Nine family and look forward to helping them grow further.” 

The acquisition sees CarAdvice well placed for its next stage of growth, with an equity injection comprising both cash and contra across Nine’s media assets. The transaction terms also incorporate a path to 100 per cent ownership by Nine within three years.   

Andrew Beecher, CEO and Managing Director of CarAdvice, noted Nine’s track record in acquiring online businesses and then leveraging these assets across its network. 

“Nine has a track record in successfully managing the integration of strong, popular brands, such as Pedestrian.TV, while also allowing them to maintain their own culture and unique value proposition,”  Mr Beecher said. 

“CarAdvice is a publisher that was created with a passion and determination to provide independent and trusted insights into new cars. It is this focus that has helped us evolve to be the premier destination for consumers wanting news and information in the automotive space. 

“Today’s announcement is the launch pad for our next stage of growth as we look to extend our audience through Nine’s multi-platform properties across television and digital.” 

CarAdvice will continue to produce the best automotive content from its Sydney, Melbourne, Brisbane and Perth offices. There will be no changes to the executive team, with four new seats added to the Board for Nine’s nominated directors.

Wednesday, September 14, 2016

For further information:
Nic Christensen
Head of Digital Communications
0404 460 607
nchristensen@nine.com.au