The Advertising Council
Also known as Ad Council Edge
The Advertising Council reported $79.4 million in revenue and $69.8 million in expenses for the fiscal year ending June 30, 2025. Of every $100 it spent, $77.04 went to program services, $16.77 to management and general costs and $6.19 to fundraising. Its largest source of revenue was contributions and grants: 47.5% of the total. The highest compensation it reported for one person was $2,351,763 (PRESIDENT AND CEO). 98 people received more than $100,000 in reportable compensation. Revenue rose 57% between FY2020 and FY2025. Source: Form 990, FY2025.
Where $100 of spending went
The fiscal year ending June 30, 2025 · Form 990, Part IX, line 25 · total expenses $70MFor context, the median across 2,433 covered unclassified charities: $88.27 programs, $11.68 management, $0.05 fundraising (medians computed separately, so they may not sum to $100).
Where $100 of revenue came from
The fiscal year ending June 30, 2025 · Form 990, Part VIII · total revenue $79M- Contributions & grants (non-government)$47.02 $38M
- Program service revenue$46.98 $38M
- Investment income$6.00 $4.8M
Other revenue was negative: −$762K. The bar shows the positive sources only.
The 990 scorecard · same measures for every charity, no grades
| Measure | FY2025 | Median |
|---|---|---|
| Program services Part IX 25(B) ÷ 25(A) | 77.0% | 86.7% |
| Management & general Part IX 25(C) ÷ 25(A) | 16.8% | 11.5% |
| Fundraising Part IX 25(D) ÷ 25(A) | 6.2% | 0.0% |
| Fundraising cost per $1 of contributions Part IX 25(D) ÷ Part VIII 1h | $0.11 | $0.01 |
| Contributions & grants share of revenue Part VIII 1h ÷ 12 | 47.5% | 29.9% |
| Government grants share of revenue Part VIII 1e ÷ 12 | 0.0% | 3.8% |
| Program service revenue share Part VIII 2g ÷ 12 | 47.4% | 58.9% |
| Highest reported compensation Part VII-A, columns D–F | $2,351,763 | $301,601 |
| Highest compensation as share of expenses Part VII-A ÷ Part IX 25(A) | 3.37% | 1.38% |
| People paid over $100,000 Part VII, line 2 | 98 | 6 |
| Net assets, in months of expenses Part X 33(B) ÷ monthly expenses | 15.1 | 6.8 |
| Independent voting board members Part VI 1a–1b | 140 of 141 | 100.0% |
A median is context, not a target: hospitals, universities, food banks and grantmakers spend in very different ways. What these measures can and can't tell you.
What the money paid for, in its own words
FY2025 · Form 990, Part III · the three largest programs by expenseThe ad council conducts nonpartisan, research-based public service communications in furtherance of its charitable and educational purposes. The organization does not participate in political campaign activity, does not support or oppose candidates or political parties, and does not use funds to influence elections. Contributions, grants, government-supported funding, and donated media are used solely for charitable program purposes and are subject to organizational review, financial controls, and applicable exempt-organization requirements. Program expenditures are directly tied to campaign…
Highest reported compensation
FY2025 · Form 990, Part VII, Section A · roles as filed; names are in the filing, not here| Role | From this org | From related orgs | Other | Total |
|---|---|---|---|---|
| PRESIDENT AND CEO Director/trustee, officer, 44.66 hrs/week | $1,379,863 | $0 | $971,900 | $2,351,763 |
| CHIEF MARKETING & COMMUNICATION Key employee, 41.03 hrs/week | $532,107 | $0 | $204,844 | $736,951 |
| CHIEF FINANCIAL & OPERATIONS OFFICER Officer, 41.86 hrs/week | $505,491 | $0 | $163,261 | $668,752 |
| CHIEF CAMPAIGN & PROGRAM OFFICER Key employee, 37.40 hrs/week | $412,182 | $0 | $174,940 | $587,122 |
| CHIEF MEDIA OFFICER Key employee, 35.43 hrs/week | $419,833 | $0 | $165,657 | $585,490 |
| CHIEF CAMPAIGN & PROGRAM OFFICER Key employee, 38.42 hrs/week | $429,965 | $0 | $154,433 | $584,398 |
| CHIEF PEOPLE OFFICER Key employee, 41.58 hrs/week | $386,013 | $0 | $158,033 | $544,046 |
| INSIGHTS & ANALYTICS OFFICER Key employee, 38.38 hrs/week | $392,032 | $0 | $137,094 | $529,126 |
98 people received more than $100,000 in reportable compensation from The Advertising Council (Part VII, line 2). Compensation of current officers, directors and key employees totaled $6.8M (Part IX, line 5).
6 years of filings
Form 990, Parts I, VII, IX and X · each row is that year's own filing, linkedGovernance answers, as filed
FY2025 · the organization's own yes/no answers; explanations, if any, are in Schedule O of the filing · what each means- Voting board members, and how many are independent Part VI, lines 1a–1b141 · 140 independent
- Audited financial statements Part XII 2bYes
- Conflict-of-interest policy Part VI 12aYes
- Whistleblower policy Part VI 13Yes
- Document retention policy Part VI 14Yes
- Independent process for top executive pay Part VI 15aYes
- Board given the 990 before filing Part VI 11aNo
- Family or business ties among insiders Part VI 2No
- Aware of a significant diversion of assets Part VI 5No
- Excess benefit transaction with an insider Part IV 25aNo
- Loans to or from insiders outstanding Part IV 26No
- Lobbying, or a 501(h) election in effect Part IV 4No
- Over $15,000 of professional fundraising services Part IV 18No
- Over $10,000 of activity outside the U.S. Part IV 14bNo
- Employees Part I, line 5219
- Volunteers Part I, line 6365
Largest outside contractors
FY2025 · Form 990, Part VII, Section B · businesses only| THE TRADE DESK INC Programmatic dsp | $2,736,918 |
| CG VISUAL SOLUTIONS CORPORATION Digital printing - billboard & signage | $2,460,927 |
| VISTAR MEDIA INC Production | $1,534,004 |
| CREATIVE & RESPONSE RESEARCH SERVICES I Research | $1,379,715 |
| IPSOS PUBLIC AFFAIRS INC Production | $1,318,198 |
Individuals listed as contractors are left out. 68 contractors were paid more than $100,000 in all.
Private foundation grants it received
7 private foundations reported grants to The Advertising Council totaling $7.3M on their tax year 2023 Form 990-PF returns. See which foundations, on WHOFUNDS.
Source: WHOFUNDS open grant graph, matched from Form 990-PF Part XV.
Correct a figure or respond
Every number above is copied from The Advertising Council's own Form 990. If one doesn't match the filing, that's our error and we'll fix it. If you work for The Advertising Council, you can publish a response that is linked from this page.
Share or embed this breakdown
Of every $100 The Advertising Council spent in FY2025, $77.04 went to programs. The full breakdown, from its IRS Form 990:
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Similar-sized charities in this cause
- Rcap SolutionsWorcester, MA · revenue $79M · programs 95.4% · FY2025
- East Coast Migrant Head Start ProjectRaleigh, NC · revenue $79M · programs 88.2% · 2024
- Goodwill Industries of ArkansasLittle Rock, AR · revenue $79M · programs 88.0% · FY2025
- Self-Help Services CorporationDurham, NC · revenue $80M · programs 100.0% · 2024
- Washington County Mental Health ServicesMontpelier, VT · revenue $79M · programs 85.4% · FY2025
Questions people ask
How much of The Advertising Council's spending goes to programs?
In the fiscal year ending June 30, 2025, The Advertising Council reported that 77.0% of its $69.8 million in expenses went to program services, 16.8% to management and general and 6.2% to fundraising (Form 990, Part IX).
How much does The Advertising Council pay its top executive?
The largest total compensation The Advertising Council reported for one person in the fiscal year ending June 30, 2025 was $2,351,763, for the role of PRESIDENT AND CEO (Form 990, Part VII, including compensation from related organizations and other compensation).
Where does The Advertising Council get its money?
Of $79.4 million in revenue in the fiscal year ending June 30, 2025, 47.5% came from contributions and grants and 47.4% from program service revenue (Form 990, Part VIII).
Is The Advertising Council a registered charity?
The IRS lists EIN 13-0417693 as a 501(c)(3) organization (publicly supported organization (509(a)(2))), and its records show contributions as tax-deductible. Form 990 filings on record here cover tax years 2019, 2020, 2021, 2022, 2023, 2024. A filing shows what the organization reported; it doesn't by itself show whether a program works.
Sources
- FY2025: Form 990 for the fiscal year ending June 30, 2025, object 202601359349310110 · read the filing · XML
- FY2024: Form 990 for the fiscal year ending June 30, 2024, object 202541359349310344 · read the filing
- FY2023: Form 990 for the fiscal year ending June 30, 2023, object 202431369349311353 · read the filing
- FY2022: Form 990 for the fiscal year ending June 30, 2022, object 202301359349316885 · read the filing
- FY2021: Form 990 for the fiscal year ending June 30, 2021, object 202221369349310087 · read the filing
- FY2020: Form 990 for the fiscal year ending June 30, 2020, object 202131369349300733 · read the filing
All filings for EIN 13-0417693: ProPublica Nonprofit Explorer · IRS Tax Exempt Organization Search. Figures are as the organization reported them; we have not audited them.