Abstract This paper investigates the impact of tax and public service performance on English local government popularity by using data on local property taxes, service performance ratings and local election results after the introduction of a system of evaluation of local government performance (Comprehensive Performance Assessment). The evidence emerging from estimation of a re-election equation offers a somewhat more rounded portrait of the voter than the conventional fiscal conservative icon, by highlighting the beneficial consequences of public service performance on government popularity and pointing to the role of local media networks (the BBC regional television, local radio and web network) in shaping consensus by spreading tax-related information.