Why is Nine Radio changing its name to Tapt Media?

Management and owner Arthur Laundy want a fresh brand to focus on monetising talkback and expanding advertiser partnerships. The Tapt Media rebrand aligns sales, data, and content packaging across broadcast, streaming, and podcasts. It aims to lift yields from high‑attention moments on stations like 2GB and improve measurement for buyers.

How could this affect advertisers on 2GB and 3AW?

Expect more bundled buys across peak talkback, digital streams, and on‑demand clips, with clearer attribution. New sponsorship tiers and live read packages could improve reach and frequency. If execution is smooth, advertisers may see stronger outcomes at comparable budgets, especially in time‑sensitive categories like finance, government, retail, and travel.

What should investors watch next from Tapt Media?

Focus on GfK ratings, live read sell‑through, effective CPMs, and digital audio’s revenue share. Monitor partnership announcements, cost discipline around the rebrand, and early case studies. If 2GB and 3AW show rising engagement and better yields, it would validate the strategy and increase the odds of follow‑on audio deals.

Could the rebrand spark more deals in podcasts and live audio?

Yes, if the new sales model drives momentum. We may see distribution tie‑ups, podcast network partnerships, or selective acquisitions to fill content gaps. Stronger cross‑promotion from 2GB talkback into on‑demand would support this. Deal pace depends on early revenue traction, talent availability, and market conditions.

Global Market Insights

2GB Owner Rebrands as Tapt Media – Talkback Push Heats Up March 25

ByHuzaifa Zahoor March 25, 2026

2GB sits at the centre of Australia’s talkback market, and today its network parent is changing. Billionaire Arthur Laundy is rebranding Nine Radio, the 3AW and 2GB owner, to Tapt Media. The move points to a sharper focus on monetising live talk, growing first‑party data, and packaging broadcast with digital audio. For advertisers and investors, this could shift budgets and spark fresh deals in podcasts and streaming. We break down what the Tapt Media rebrand means, what to watch, and where value may emerge.