Advertising Research Foundation

What Advertising Research Foundation does

Advertising Research Foundation (ARF) is a US-based, membership-driven nonprofit founded in 1936 that produces measurement standards, original research, and community programming for the advertising and marketing industry. ARF serves 400+ member companies across advertisers, agencies, media owners, research firms, and ad tech, offering access to the quarterly peer-reviewed Journal of Advertising Research, eleven specialized industry Councils, the Young Pros and Women in Analytics professional communities, annual conferences, awards programs, and a Knowledge Center for personalized research assistance.

ARF's flagship commercial product is DASH (TV Universe Study), an annual study launched in 2021 in partnership with NORC at the University of Chicago that surveys a national probability sample of 10,000 US adults to map television consumption across devices, platforms, and services. DASH is offered in three annual licensing tiers — Basic, Plus, and Premium — starting at $80,000, with the Premium tier providing Experian-enabled integration for matching DASH audiences to licensee databases. The study received Media Rating Council (MRC) accreditation in 2026 and was adopted by Nielsen as the baseline for its TV viewership measurements.

ARF generates revenue through membership dues, DASH data licensing, event registration and sponsorships, and content submission/awards fees. The organization expanded through the acquisitions of the Coalition for Innovative Media Measurement (CIMM) in 2018 and the Marketing Science Institute (MSI) in 2021, extending its footprint into industry measurement standards and academic marketing research. ARF is currently navigating a leadership transition, with President and CEO Scott McDonald retiring in early 2027 after a decade in the role.

Name

Advertising Research Foundation

Legal name

Advertising Research Foundation

Website

https://thearf.org

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

11–50 employees

Short description

Advertising Research Foundation is a US nonprofit founded in 1936 that develops measurement standards, original research, and community programming for 400+ advertising and marketing member companies, anchored by its MRC-accredited DASH TV Universe Study.

Ownership category

akta.pro rank

Product category

Advertising Research and Measurement Standards

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Research and Public Opinion Polling (541910), Other Services Related to Advertising (541890)

SIC

Services-Advertising (7310)

akta.pro primary industry

Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB)

akta.pro secondary industries

Custom Market Research (Ad Hoc Studies, Segmentation, U&A) (MPAAALAC), Brand & Advertising Research (Brand Health, Copy Testing, Campaign Effectiveness) (MPAAALAG)

Keywords

• Advertising research standards
• Media measurement research
• Audience measurement data
• Marketing effectiveness research
• TV universe estimation

Headquarters

HQ city

New York

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Membership Dues: ARF operates as a membership-based organization with 400+ member companies including advertisers, agencies, media companies, research companies and ad tech. Membership provides access to original research, events, communities, and knowledge center services.
2. DASH Data Licensing: Annual licenses to DASH data offered in three tiers (Basic, Plus, Premium) starting at $80,000 for ARF members and non-members. Licensees receive unlimited data access with no per-seat or usage charges. Premium tier includes integration services through Experian.
3. Event Fees and Sponsorships: Revenue from conferences (AUDIENCExSCIENCE, Analytics & Forecasting, Marketing Effectiveness Accelerator), Insights Studios, Council events, and sponsorship opportunities.
4. Content Submission and Thought Leadership: Revenue opportunities through content submissions, award program fees, and thought leadership presentations at ARF events and publications.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Advertising Research Foundation is a membership-based non-profit research and standards organization serving 400+ member companies across the advertising ecosystem. Its core offerings are the annual DASH TV Universe Study (licensed in Basic, Plus, and Premium tiers), original commissioned research on advertising effectiveness, the peer-reviewed Journal of Advertising Research, professional communities (11 Councils, Women in Analytics, Young Pros), industry conferences, awards programs, and a Knowledge Center providing personalized research support.

Product overview

The Advertising Research Foundation (ARF) operates as a membership-based research organization and measurement innovation incubator rather than a traditional software company. The core product is DASH (TV Universe Study), an annual comprehensive study conducted in partnership with NORC at the University of Chicago that maps US television consumption across platforms, devices, and services, offered in three licensing tiers (Basic, Plus, Premium) starting at $80,000. Supporting core offerings include ARF Original Research covering advertising effectiveness, AI applications, and privacy studies; the Journal of Advertising Research (JAR) as the flagship academic publication; and the Knowledge Center providing personalized research assistance. ARF also facilitates professional communities through 11 specialized Councils (Analytics, Creative, Cross-Platform Measurement, etc.), the Women in Analytics group, and the Young Pros program for early-career professionals. Additional services include ARF Awards (David Ogilvy Awards), professional conferences (AUDIENCExSCIENCE, Analytics & Forecasting), the NYU/ARF Certificate educational program, ARF WIDE diversity initiative, and the MSI/CIMM acquired brands that extend research capabilities. DASH received MRC accreditation in 2026 and Experian integration enables Premium licensees to map audience segments to ad platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• ARF Membership Foundational membership product for advertisers, agencies, media companies, research companies, and ad tech, providing access to original research, Knowledge Center services, communities, and event participation.
• ARF DASH (TV Universe Study) Annual comprehensive study of US consumer television consumption across platforms, devices, and services, fielded as a national probability sample of 10,000 adults. Licensed in Basic, Plus, and Premium tiers starting at $80,000 per year.
• ARF Original Research Commissioned and member-supported research projects on advertising effectiveness, audience measurement, AI in advertising, privacy, retail media, and marketing analytics.
• Journal of Advertising Research (JAR) Peer-reviewed quarterly academic journal publishing findings, methodologies, and applications that advance the science of advertising research, distributed to members and through subscription.
• ARF Knowledge Center Personalized research support service providing vetted information, industry insights, and access to ARF archives and the MSI academic expert network for member companies.
• ARF Events & Conferences Paid annual conferences and event programming including AUDIENCExSCIENCE, Analytics & Forecasting, Marketing Effectiveness Accelerator, Insights Studios, and Town Halls.
• ARF Awards Program

Quantifiable outcome

• DASH study estimated more people watch traditional TV than Nielsen had previously been measuring, resulting in corrected viewership numbers adopted by Nielsen for its Gauge TV viewership report.
• +1 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability18 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• CBIZ Talent SolutionsminorImplementation/ SI/ Consulting Partner · 20 April 2026CBIZ Talent Solutions was engaged by ARF's Board of Directors to conduct the CEO search following President and CEO Scott McDonald's retirement announcement. CBIZ previously led the 2017 CEO search that resulted in McDonald's appointment.
• NielsencoreStrategic or Co-development Partner · 1 March 2026Nielsen adopted the ARF's DASH universe study as the baseline for its TV viewership measurements in February 2026. This followed MRC raising reliability concerns about Nielsen's numbers in September 2025. Nielsen delayed and released its Gauge TV viewership report after switching to DASH methodology.
• NORC at the University of ChicagocoreStrategic or Co-development Partner · 1 January 2021ARF partners with NORC at the University of Chicago, a premier polling firm, to develop the DASH survey and conduct fieldwork each year against a national probability sample of 10,000 persons, age 18+. NORC's AmeriSpeak panel forms the backbone of the sample plan with interviews conducted online, in person and by phone. A technical committee of experts from each DASH licensee consults on study design.
• Coalition for Innovative Media Measurement (CIMM)coreStrategic or Co-development Partner · 1 January 2018ARF acquired CIMM in 2018 as part of its refocus on scientific research mission. CIMM focuses on innovative media measurement approaches and collaborates with ARF on research initiatives and industry standards.
• ExperiancoreTechnology or IntegrationThrough collaboration with Experian, DASH-defined audience segments are available on a CPM basis on many ad platforms, allowing advertisers to align campaigns with consumers' media usage habits. DASH data can be mapped to any ID graph to enable licensees to produce custom ad targets. Experian serves as the integration partner for Premium tier licensees, providing turn-key integration protocol.
• Marketing Science Institute (MSI)coreStrategic or Co-development PartnerARF acquired MSI in 2021 as part of its evolution into a measurement innovation incubator. MSI provides academic expert network and research library access to ARF-MSI members. Joint research initiatives include the Psychology of Gen AI series and various working papers.
• NYU School of Professional StudiesminorStrategic or Co-development PartnerARF partnered with NYU SPS to offer the Certificate in Marketing Optimization & Insights. ARF member companies save 50% on the program tuition. The certificate program provides training in marketing science and research methodologies.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• World Advertising Research Center (WARC): WARC is a subscription-based research service providing advertising effectiveness benchmarks, case studies, and strategic insights to advertisers, agencies, and media companies. It is the closest commercial analogue to ARF's original research and JAR offerings, monetizing advertising knowledge through recurring subscriptions.
• Association of National Advertisers (ANA): ANA is the largest trade association for US marketers, offering members research, education, events, and industry advocacy. ARF's 400+ advertiser and agency member base overlaps heavily with ANA's, and both serve as industry-standard bodies for marketing effectiveness and accountability.
• 4A's (American Association of Advertising Agencies): 4A's is the US trade association representing advertising agencies, providing member services, training, advocacy, and industry research. ARF's agency member segment and event programming compete for the same agencies' research and thought-leadership budgets.
• IAB (Interactive Advertising Bureau): IAB is the trade association for digital advertising and marketing, developing standards and conducting research on programmatic, CTV, and digital measurement. It overlaps with ARF on cross-platform measurement standards and serves many of the same media and ad-tech member companies.
• ESOMAR: ESOMAR is the global market research association promoting standards, professional development, and industry guidelines across research disciplines. ARF's market research standards work and ARF/MSI research overlap meaningfully with ESOMAR's mandate on the global stage.
• Effie Worldwide: Effie Worldwide runs the leading global awards program recognizing marketing effectiveness and runs the Effie Awards and related research on what drives effective advertising. ARF's David Ogilvy Awards and Marketing Effectiveness Accelerator events compete for the same brand marketers' attention and sponsorship dollars.

Regional players

• The Advertising Association (UK): The Advertising Association is the UK trade body for the advertising and marketing communications industry, offering research, policy advocacy, and industry events. It serves ARF's functional role as an industry-association research body but focused on the UK market rather than the US.

Emerging players

• MMA (Mobile Marketing Association): MMA is a global industry association focused specifically on mobile marketing, producing research, standards, and events for mobile advertising. It overlaps with ARF's Cross-Platform Council work but narrows the lens to mobile rather than omnichannel measurement.

Others

• Nielsen: Nielsen is the dominant commercial TV and audience measurement company and the largest DASH licensee. While not a direct peer in mission (commercial vs nonprofit research body), Nielsen is ARF's most strategic industry partner and adopter of DASH as its TV universe baseline.
• Comscore: Comscore is a measurement and analytics company competing with Nielsen in TV, cross-platform, and digital audience measurement. It is a peer ARF DASH sponsor and member company whose measurement methodology choices are directly influenced by ARF's standards work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/arf
• Xx.com/the_arf
• LinkedInlinkedin.com/company/advertising-research-foundation

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Advertising Research Foundation