{"id":2177768,"date":"2026-08-20T11:31:01","date_gmt":"2026-08-20T10:31:01","guid":{"rendered":"https:\/\/www.thebusinessdesk.com\/northwest\/?p=2177768"},"modified":"2026-08-20T11:31:01","modified_gmt":"2026-08-20T10:31:01","slug":"combined-authority-seeks-to-raise-ads-revenues-from-publicly-owned-bus-fleet","status":"publish","type":"post","link":"https:\/\/www.thebusinessdesk.com\/northwest\/news\/2177768-combined-authority-seeks-to-raise-ads-revenues-from-publicly-owned-bus-fleet","title":{"rendered":"Combined authority seeks to raise ads revenues from publicly-owned bus fleet"},"content":{"rendered":"

Liverpool City Region Combined Authority is seeking to raise revenues from advertising slots on its new buses.<\/span><\/p>\n

It oversees hundreds of low-emission, UK-built single and double decker vehicles which will make up the City Region bus fleet as part of its plans to take control of the region\u2019s bus services.<\/span><\/p>\n

The authority has appointed Global, the media and entertainment group, to manage and maximise advertising across its new publicly-controlled fleet.<\/span><\/p>\n

Bus advertising is set to play a vital role in generating revenue for the combined authority as it works to bring services back under public control, with income generated through advertising to be reinvested directly into the public transport network.<\/span><\/p>\n

Beginning in St Helens next month, the bus network will be brought into public control in phases across the Liverpool City Region.<\/span><\/p>\n

The new system will allow services to be planned around the needs of passengers and communities and is part of Mayor Steve Rotheram\u2019s pledge to create a faster, greener and better-connected transport network that works for the 1.6 million residents of the city region.<\/span><\/p>\n

The advertising agreement and policy will apply from September 2026 on the initial franchised bus routes in St Helens, which will be the first services to come under public control. Bus services that have not yet transitioned to franchising will continue to operate under existing arrangements until they join the publicly-controlled network as part of the phased roll-out across the Liverpool City Region.<\/span><\/p>\n

Global\u2019s long standing experience of the region\u2019s bus market, combined with its transport media expertise, strong advertiser relationships and established sales presence in the North West, means it is well placed to continue delivering long term operational and commercial success for the bus network.<\/span><\/p>\n

The partnership will see Global continue to offer a powerful marketing proposition, giving advertisers scale and visibility throughout one of the country\u2019s fastest growing regions.<\/span><\/p>\n

All advertising will meet the standards set out by the Combined Authority\u2019s advertising policy, set earlier this year, which restricts the promotion of high fat, salt and sugar foods as well vaping and tobacco promotions on public assets, including the bus network.<\/span><\/p>\n

Steve Rotheram said: \u201cBringing our buses back under public control is about putting passengers first and making sure our network works for the people who rely on it every day.<\/span><\/p>\n

\u201cBy making the most of our new fleet, we can bring in extra revenue that can be ploughed straight back into improving the whole system and delivering better services for passengers.<\/span><\/p>\n

\u201cThat means a network that is more efficient, greener and better connected – and one that delivers better value not for shareholders, but for the 1.6 million people who call our region home.\u201d<\/span><\/p>\n

Nicole Guerretta, director of partnerships for transport and business development at Global, said: \u201cWe know the Liverpool market well and have been delivering bus advertising across the region for more than 20 years.<\/span><\/p>\n

\u201cWe look forward to continuing that success in partnership with LCRCA and maximising the long term value of the network for customers and advertisers.<\/span><\/p>\n

\u201cIn addition, with the recent launch of AdPower, Global’s new self-service advertising platform, it’s now easier than ever for businesses of all sizes to access Liverpool City Region bus advertising.\u201d<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Income generated through advertising to be reinvested directly into public transport network<\/p>\n","protected":false},"author":217725,"featured_media":2177769,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[47996],"coauthors":[46761],"class_list":["post-2177768","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transport","tag-featured-story","tag-liverpool-city-region"],"yoast_head":"\nCombined authority seeks to raise ads revenues from publicly-owned bus fleet<\/title>\n<meta name=\"description\" content=\"Income generated through advertising to be reinvested directly into public transport network\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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