Councils are being urged to unlock the revenue in their roundabouts and street furniture following the latest round of budget cuts.
The provisional local government finance settlements for 2016-17, published today, reveal that English councils will face a further 2.8 per cent reduction in their total funding.
The latest cutbacks increase the pressure on councils’ ability to deliver services to their communities and support local businesses.
Out of home media specialist Community Partners, based in Harrogate, says councils could rebuild some of this lost income by selling sponsorship of their roundabouts, welcome signs, lamp posts, digital screens and websites. Advertisers are drawn to council assets because they offer high visibility and a regular flow of consumers, with sites often located in busy areas.
Richard Eccles, operations director at Community Partners, said: “Many local authorities are yet to fully explore the potential of sponsorship as a revenue stream. We work with councils to evaluate their assets and identify those that will appeal to local advertisers.”
The Department for Communities and Local Government urged councils to earn more from private advertising on council property in its 2012 publication ‘50 Ways to Save’, which gave examples of “sensible savings” in local government.