TY 2024 Form 990

- TIN:

Form990

Department of the TreasuryInternal Revenue Service

Return of Organization Exempt From Income Tax

Under section 501(c), 527, or 4947(a)(1) of the Internal Revenue Code (except private foundations)

Do not enter social security numbers on this form as it may be made public.

Go to www.irs.gov/Form990 for instructions and the latest information.

OMB No. 1545-0047

2024

Open to Public Inspection

A For the 2024 calendar year, or tax year beginning 07-01-2024 , and ending 06-30-2025

BCheck if applicable: Address change Name change Initial return Final return/terminated Amended return Application pending

CName of organization
THE ADVERTISING COUNCIL INC

Doing business as
AD COUNCIL EDGE
AD COUNCIL RESEARCH INSTITUTE

Number and street (or P.O. box if mail is not delivered to street address)
815 SECOND AVENUE 9TH FLOOR

Room/suite

City or town, state or province, country, and ZIP or foreign postal code
NEW YORK, NY10017

D Employer identification number

13-0417693

E Telephone number

G Gross receipts $ 92,341,204

F Name and address of principal officer:
KENNETH M KROLL
815 SECOND AVENUE 9TH FLOOR
NEW YORK,NY10017

Tax-exempt status: 501(c)(3) 501(c) ( ) (insert no.) 4947(a)(1) or 527

Website:

WWW.ADCOUNCIL.ORG

H(a)

Is this a group return for
subordinates? Yes No

H(b)

Are all subordinates
included?

Yes No

If "No," attach a list. See instructions.

H(c)

Group exemption number

K Form of organization: Corporation Trust Association Other

L Year of formation: 1942

M State of legal domicile: NY

Part I

Summary

1	Briefly describe the organization’s mission or most significant activities: THE AD COUNCIL MOBILIZES LEADING PARTNERS ACROSS ADVERTISING, MEDIA, MARKETING, BRANDS, TECHNOLOGY, GOVERNMENT, NONPROFITS AND PHILANTHROPY TO CREATE AND DISTRIBUTE NONPARTISAN, RESEARCH-BASED NATIONWIDE PUBLIC SERVICE COMMUNICATIONS ADDRESSING CHARITABLE, EDUCATIONAL, HEALTH, SAFETY, AND PUBLIC WELFARE ISSUES. THROUGH OUR COLLECTIVE IMPACT MODEL, VOLUNTEER CREATIVE AGENCIES CONTRIBUTE STRATEGIC AND CREATIVE EXPERTISE, MEDIA PARTNERS DONATE SIGNIFICANT ADVERTISING SPACE AND TIME, WITH FUNDING PARTNERS SUPPORTING DEVELOPMENT AND DISTRIBUTION, AND OUR BOARD PROVIDES ESSENTIAL OPERATING SUPPORT - TOGETHER ENABLING US TO TACKLE THE NATION'S MOST URGENT ISSUES AT SCALE. CONTRIBUTIONS/FUNDING ARE ACCEPTED AND USED ONLY FOR CHARITABLE PURPOSES AND DO NOT CONFER CONTROL OVER CAMPAIGN CONTENT INCONSISTENT WITH EXEMPT PURPOSES.
2	Check this box
3	Number of voting members of the governing body (Part VI, line 1a) ........	3	141
4	Number of independent voting members of the governing body (Part VI, line 1b) .....	4	140
5	Total number of individuals employed in calendar year 2024 (Part V, line 2a) ......	5	219
6	Total number of volunteers (estimate if necessary) .............	6	365
7a	Total unrelated business revenue from Part VIII, column (C), line 12 ........	7a	0
b	Net unrelated business taxable income from Form 990-T, Part I, line 11 .........	7b	0

		Prior Year	Current Year
8	Contributions and grants (Part VIII, line 1h) .........	35,098,218	37,709,285
9	Program service revenue (Part VIII, line 2g) .........	41,254,406	37,671,410
10	Investment income (Part VIII, column (A), lines 3, 4, and 7d ) ....	3,215,759	4,814,099
11	Other revenue (Part VIII, column (A), lines 5, 6d, 8c, 9c, 10c, and 11e)	-775,597	-761,985
12	Total revenue—add lines 8 through 11 (must equal Part VIII, column (A), line 12)	78,792,786	79,432,809
13	Grants and similar amounts paid (Part IX, column (A), lines 1–3 )...	0	0
14	Benefits paid to or for members (Part IX, column (A), line 4).....	0	0
15	Salaries, other compensation, employee benefits (Part IX, column (A), lines 5–10)	30,633,204	33,354,811
16a	Professional fundraising fees (Part IX, column (A), line 11e) .....	0	0
b	Total fundraising expenses (Part IX, column (D), line 25) 4,324,831
17	Other expenses (Part IX, column (A), lines 11a–11d, 11f–24e)....	38,266,870	36,484,454
18	Total expenses. Add lines 13–17 (must equal Part IX, column (A), line 25)	68,900,074	69,839,265
19	Revenue less expenses. Subtract line 18 from line 12.......	9,892,712	9,593,544
		Beginning of Current Year	End of Year
20	Total assets (Part X, line 16).............	106,079,700	109,963,979
21	Total liabilities (Part X, line 26).............	28,243,831	21,995,202
22	Net assets or fund balances. Subtract line 21 from line 20.....	77,835,869	87,968,777

Part II

Signature Block

Under penalties of perjury, I declare that I have examined this return, including accompanying schedules and statements, and to the best of my knowledge and belief, it is true, correct, and complete. Declaration of preparer (other than officer) is based on all information of which preparer has any knowledge.

Sign Here

	Signature of officer	Date

	Type or print name and title

Paid Preparer Use Only

Print/Type preparer's name

Preparer's signature

Date

Check if
self-employed

PTIN

Firm's name

Firm's EIN

Firm's address

Phone no.

May the IRS discuss this return with the preparer shown above? See Instructions. ..........YesNo

For Paperwork Reduction Act Notice, see the separate instructions.

Cat. No. 11282Y Form 990 (2024)

Form 990 (2024)

Page 2

Part III

Statement of Program Service Accomplishments

Check if Schedule O contains a response or note to any line in this Part III..............

Briefly describe the organization’s mission: THE AD COUNCIL IS THE NATION'S LEADING NONPROFIT PUBLIC SERVICE COMMUNICATIONS ORGANIZATION, CONVENING THE BEST STORYTELLERS TO DEVELOP LARGESCALE, RESEARCHDRIVEN CAMPAIGNS THAT EDUCATE, UNITE AND UPLIFT - RAISING AWARENESS, SHIFTING ATTITUDES AND DRIVING BEHAVIOR CHANGE ON THE NATION'S MOST PRESSING SOCIAL ISSUES. CAMPAIGNS ARE NONPARTISAN AND DO NOT SUPPORT OR OPPOSE CANDIDATES, PARTIES, OR ELECTORAL OUTCOMES. THE ORGANIZATION DOES NOT ACT AS A CONDUIT FOR POLITICAL OR NON-CHARITABLE ACTIVITY; CAMPAIGN FUNDS ARE CONTROLLED AND USED FOR APPROVED CHARITABLE PROGRAM PURPOSES. NO FUNDS, DOMESTIC OR FOREIGN, ARE USED FOR POLITICAL CAMPAIGN INTERVENTION OR TO INFLUENCE ELECTIONS.

Did the organization undertake any significant program services during the year which were not listed on
the prior Form 990 or 990-EZ? ..................... Yes No

If "Yes," describe these new services on Schedule O.

Did the organization cease conducting, or make significant changes in how it conducts, any program
services? ........................... Yes No

If "Yes," describe these changes on Schedule O.

Describe the organization’s program service accomplishments for each of its three largest program services, as measured by expenses. Section 501(c)(3) and 501(c)(4) organizations are required to report the amount of grants and allocations to others, the total expenses, and revenue, if any, for each program service reported.


4a	(Code: ) (Expenses $ 53,800,607 including grants of $ 0 ) (Revenue $ 37,671,410 )
	THE 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 DEVELOPMENT, PRODUCTION, DISTRIBUTION, ANALYTICS, AND EDUCATIONAL OUTREACH. [SEE CONTINUATION ON SCHEDULE O]

4b	(Code: ) (Expenses $ including grants of $ ) (Revenue $ )












4c	(Code: ) (Expenses $ including grants of $ ) (Revenue $ )












4d	Other program services (Describe in Schedule O.)
	(Expenses $ including grants of $ ) (Revenue $ )
4e	Total program service expenses53,800,607

Form 990 (2024)

Page 3

Part IV

Checklist of Required Schedules

Yes

Is the organization described in section 501(c)(3) or 4947(a)(1) (other than a private foundation)? If "Yes," complete Schedule A Click to see attachment

List of Attached Documents:

// Content

.....................

Yes

Is the organization required to complete Schedule B, Schedule of Contributors? See instructions. Click to see attachment

List of Attached Documents:

// Content

...

Yes

Did the organization engage in direct or indirect political campaign activities on behalf of or in opposition to candidates for public office? If "Yes," complete Schedule C, Part I.............

Section 501(c)(3) organizations. Did the organization engage in lobbying activities, or have a section 501(h) election in effect during the tax year? If "Yes," complete Schedule C, Part II.........

Is the organization a section 501(c)(4), 501(c)(5), or 501(c)(6) organization that receives membership dues, assessments, or similar amounts as defined in Rev. Proc. 98-19? If "Yes," complete Schedule C, Part III..

Did the organization maintain any donor advised funds or any similar funds or accounts for which donors have the right to provide advice on the distribution or investment of amounts in such funds or accounts? If "Yes," complete Schedule D, Part I Click to see attachment

List of Attached Documents:

// Content

.........................

Did the organization receive or hold a conservation easement, including easements to preserve open space,
the environment, historic land areas, or historic structures? If "Yes," complete Schedule D, Part II Click to see attachment

List of Attached Documents:

// Content

....

Did the organization maintain collections of works of art, historical treasures, or other similar assets? If "Yes,"
complete Schedule D, Part III Click to see attachment

List of Attached Documents:

// Content

..............

Did the organization report an amount in Part X, line 21 for escrow or custodial account liability; serve as a custodian for amounts not listed in Part X; or provide credit counseling, debt management, credit repair, or debt negotiation services? If "Yes," complete Schedule D, Part IV Click to see attachment

List of Attached Documents:

// Content

..............

Did the organization, directly or through a related organization, hold assets in temporarily restricted endowments, permanent endowments, or quasi endowments? If "Yes," complete Schedule D, Part V......

If the organization’s answer to any of the following questions is "Yes," then complete Schedule D, Parts VI, VII, VIII, IX, or X, as applicable.

Did the organization report an amount for land, buildings, and equipment in Part X, line 10? If "Yes," complete
Schedule D, Part VI. Click to see attachment

List of Attached Documents:

// Content

...................

11a

Yes

Did the organization report an amount for investments—other securities in Part X, line 12 that is 5% or more of its total assets reported in Part X, line 16? If "Yes," complete Schedule D, Part VII Click to see attachment

List of Attached Documents:

// Content

.......

11b

Did the organization report an amount for investments—program related in Part X, line 13 that is 5% or more of its total assets reported in Part X, line 16? If "Yes," complete Schedule D, Part VIII Click to see attachment

List of Attached Documents:

// Content

.......

11c

Did the organization report an amount for other assets in Part X, line 15 that is 5% or more of its total assets reported in Part X, line 16? If "Yes," complete Schedule D, Part IX Click to see attachment

List of Attached Documents:

// Content

............

11d

Did the organization report an amount for other liabilities in Part X, line 25? If "Yes," complete Schedule D, Part X Click to see attachment

List of Attached Documents:

// Content

11e

Yes

Did the organization’s separate or consolidated financial statements for the tax year include a footnote that addresses the organization’s liability for uncertain tax positions under FIN 48 (ASC 740)? If "Yes," complete Schedule D, Part X Click to see attachment

List of Attached Documents:

// Content

11f

Yes

12a

Did the organization obtain separate, independent audited financial statements for the tax year? If "Yes," complete
Schedule D, Parts XI and XII Click to see attachment

List of Attached Documents:

// Content

......................

12a

Yes

Was the organization included in consolidated, independent audited financial statements for the tax year? If "Yes," and if the organization answered "No" to line 12a, then completing Schedule D, Parts XI and XII is optional Click to see attachment

List of Attached Documents:

// Content

12b

Is the organization a school described in section 170(b)(1)(A)(ii)? If "Yes," complete Schedule E

14a

Did the organization maintain an office, employees, or agents outside of the United States? .....

14a

Did the organization have aggregate revenues or expenses of more than $10,000 from grantmaking, fundraising, business, investment, and program service activities outside the United States, or aggregate foreign investments valued at $100,000 or more? If "Yes," complete Schedule F, Parts I and IV.........

14b

Did the organization report on Part IX, column (A), line 3, more than $5,000 of grants or other assistance to or for any foreign organization? If “Yes,” complete Schedule F, Parts II and IV.....

Did the organization report on Part IX, column (A), line 3, more than $5,000 of aggregate grants or other assistance to or for foreign individuals? If “Yes,” complete Schedule F, Parts III and IV...

Did the organization report a total of more than $15,000 of expenses for professional fundraising services on Part IX, column (A), lines 6 and 11e? If "Yes," complete Schedule G, Part I. See instructions. .... Click to see attachment

List of Attached Documents:

// Content

Did the organization report more than $15,000 total of fundraising event gross income and contributions on Part VIII, lines 1c and 8a? If "Yes," complete Schedule G, Part II............ Click to see attachment

List of Attached Documents:

// Content

Yes

Did the organization report more than $15,000 of gross income from gaming activities on Part VIII, line 9a? If "Yes," complete Schedule G, Part III................... Click to see attachment

List of Attached Documents:

// Content

20a

Did the organization operate one or more hospital facilities? If "Yes," complete Schedule H....

20a

If "Yes" to line 20a, did the organization attach a copy of its audited financial statements to this return?

20b

Did the organization report more than $5,000 of grants or other assistance to any domestic organization or domestic government on Part IX, column (A), line 1? If “Yes,” complete Schedule I, Parts I and II.....

Form 990 (2024)

Page 4

Part IV

Checklist of Required Schedules (continued)

Yes

Did the organization report more than $5,000 of grants or other assistance to or for domestic individuals on Part IX, column (A), line 2? If “Yes,” complete Schedule I, Parts I and III........

Did the organization answer "Yes" to Part VII, Section A, line 3, 4, or 5, about compensation of the organization’s current and former officers, directors, trustees, key employees, and highest compensated employees? If "Yes," complete Schedule J....................... Click to see attachment

List of Attached Documents:

// Content

Yes

24a

Did the organization have a tax-exempt bond issue with an outstanding principal amount of more than $100,000 as of the last day of the year, that was issued after December 31, 2002? If “Yes,” answer lines 24b through 24d and complete Schedule K. If “No,” go to line 25a...............

24a

Did the organization invest any proceeds of tax-exempt bonds beyond a temporary period exception?...

24b

Did the organization maintain an escrow account other than a refunding escrow at any time during the year
to defease any tax-exempt bonds? ...............

24c

Did the organization act as an "on behalf of" issuer for bonds outstanding at any time during the year?...

24d

25a

Section 501(c)(3), 501(c)(4), and 501(c)(29) organizations. Did the organization engage in an excess benefit transaction with a disqualified person during the year? If "Yes," complete Schedule L, Part I ....

25a

Is the organization aware that it engaged in an excess benefit transaction with a disqualified person in a prior year, and that the transaction has not been reported on any of the organization’s prior Forms 990 or 990-EZ? If "Yes," complete Schedule L, Part I.......................

25b

Did the organization report any amount on Part X, line 5 or 22 for receivables from or payables to any current or former officer, director, trustee, key employee, creator or founder, substantial contributor, or 35% controlled entity or family member of any of these persons? If "Yes," complete Schedule L, Part II...........

Did the organization provide a grant or other assistance to any current or former officer, director, trustee, key employee, creator or founder, substantial contributor, or employee thereof, a grant selection committee member, or to a 35% controlled entity (including an employee thereof) or family member of any of these persons?

If "Yes," complete

Schedule L, Part III.........................

Was the organization a party to a business transaction with one of the following parties (see the Schedule L, Part IV instructions for applicable filing thresholds, conditions, and exceptions):

A current or former officer, director, trustee, key employee, creator or founder, or substantial contributor? If "Yes," complete Schedule L, Part IV......................

28a

A family member of any individual described in line 28a? If "Yes," complete Schedule L, Part IV.....

28b

A 35% controlled entity of one or more individuals and/or organizations described in line 28a or 28b? If "Yes," complete Schedule L, Part IV.....................

28c

Did the organization receive more than $25,000 in non-cash contributions? If "Yes," complete Schedule M..

Did the organization receive contributions of art, historical treasures, or other similar assets, or qualified conservation contributions? If "Yes," complete Schedule M .................

Did the organization liquidate, terminate, or dissolve and cease operations? If "Yes," complete Schedule N, Part I

Did the organization sell, exchange, dispose of, or transfer more than 25% of its net assets? If "Yes," complete Schedule N, Part II........................

Did the organization own 100% of an entity disregarded as separate from the organization under Regulations sections 301.7701-2 and 301.7701-3? If "Yes," complete Schedule R, Part I............

Was the organization related to any tax-exempt or taxable entity? If "Yes," complete Schedule R, Part II, III, or IV, and Part V, line 1.........................

35a

Did the organization have a controlled entity within the meaning of section 512(b)(13)?

35a

If ‘Yes’ to line 35a, did the organization receive any payment from or engage in any transaction with a controlled entity within the meaning of section 512(b)(13)? If "Yes," complete Schedule R, Part V, line 2 ...

35b

Section 501(c)(3) organizations. Did the organization make any transfers to an exempt non-charitable related organization? If "Yes," complete Schedule R, Part V, line 2.............

Did the organization conduct more than 5% of its activities through an entity that is not a related organization and that is treated as a partnership for federal income tax purposes? If "Yes," complete Schedule R, Part VI

Did the organization complete Schedule O and provide explanations on Schedule O for Part VI, lines 11b and 19? Note. All Form 990 filers are required to complete Schedule O. ............

Yes

Part V

Statements Regarding Other IRS Filings and Tax Compliance
Check if Schedule O contains a response or note to any line in this Part V...........

Yes

Enter the number reported in box 3 of Form 1096. Enter -0- if not applicable ..

247

Enter the number of Forms W-2G included on line 1a. Enter -0- if not applicable .

Did the organization comply with backup withholding rules for reportable payments to vendors and reportable gaming (gambling) winnings to prize winners? ..................

Form 990 (2024)

Page 5

Part V

Statements Regarding Other IRS Filings and Tax Compliance (continued)

Enter the number of employees reported on Form W-3, Transmittal of Wage and
Tax Statements, filed for the calendar year ending with or within the year covered by this return ..................

219

If at least one is reported on line 2a, did the organization file all required federal employment tax returns?

Yes

Did the organization have unrelated business gross income of $1,000 or more during the year?...

If “Yes,” has it filed a Form 990-T for this year? If “No” to line 3b, provide an explanation in Schedule O...

At any time during the calendar year, did the organization have an interest in, or a signature or other authority over, a financial account in a foreign country (such as a bank account, securities account, or other financial account)? ..

If "Yes," enter the name of the foreign country:
See instructions for filing requirements for FinCEN Form 114, Report of Foreign Bank and Financial Accounts (FBAR).

Was the organization a party to a prohibited tax shelter transaction at any time during the tax year? ..

Did any taxable party notify the organization that it was or is a party to a prohibited tax shelter transaction?

If "Yes," to line 5a or 5b, did the organization file Form 8886-T? ............

Does the organization have annual gross receipts that are normally greater than $100,000, and did the organization solicit any contributions that were not tax deductible as charitable contributions? ...

If "Yes," did the organization include with every solicitation an express statement that such contributions or gifts were not tax deductible? ......................

Organizations that may receive deductible contributions under section 170(c).

Did the organization receive a payment in excess of $75 made partly as a contribution and partly for goods and services provided to the payor? ....................

Yes

If "Yes," did the organization notify the donor of the value of the goods or services provided? .....

Yes

Did the organization sell, exchange, or otherwise dispose of tangible personal property for which it was required to file Form 8282? .........................

If "Yes," indicate the number of Forms 8282 filed during the year ....

Did the organization receive any funds, directly or indirectly, to pay premiums on a personal benefit contract?

Did the organization, during the year, pay premiums, directly or indirectly, on a personal benefit contract? ..

If the organization received a contribution of qualified intellectual property, did the organization file Form 8899 as required? ......................

If the organization received a contribution of cars, boats, airplanes, or other vehicles, did the organization file a Form 1098-C? ..........................

Sponsoring organizations maintaining donor advised funds. Did a donor advised fund maintained by the sponsoring organization have excess business holdings at any time during the year? ........

Sponsoring organizations maintaining donor advised funds.

Did the sponsoring organization make any taxable distributions under section 4966?........

Did the sponsoring organization make a distribution to a donor, donor advisor, or related person?...

Section 501(c)(7) organizations. Enter:

Initiation fees and capital contributions included on Part VIII, line 12 ...

10a

Gross receipts, included on Form 990, Part VIII, line 12, for public use of club facilities

10b

Section 501(c)(12) organizations. Enter:

Gross income from members or shareholders .........

11a

Gross income from other sources. (Do not net amounts due or paid to other sources against amounts due or received from them.) ..........

11b

12a

Section 4947(a)(1) non-exempt charitable trusts. Is the organization filing Form 990 in lieu of Form 1041?

12a

If "Yes," enter the amount of tax-exempt interest received or accrued during the year.

12b

Section 501(c)(29) qualified nonprofit health insurance issuers.

Is the organization licensed to issue qualified health plans in more than one state? .........
Note. See the instructions for additional information the organization must report on Schedule O.

13a

Enter the amount of reserves the organization is required to maintain by the states in which the organization is licensed to issue qualified health plans ....

13b

Enter the amount of reserves on hand ............

13c

14a

Did the organization receive any payments for indoor tanning services during the tax year?.....

14a

If "Yes," has it filed a Form 720 to report these payments? If "No," provide an explanation in Schedule O..

14b

Is the organization subject to the section 4960 tax on payment(s) of more than $1,000,000 in remuneration or excess parachute payment(s) during the year? ....................
If "Yes," see the instructions and file Form 4720, Schedule N.

Yes

Is the organization an educational institution subject to the section 4968 excise tax on net investment income? ..
If "Yes," complete Form 4720, Schedule O.

Section 501(c)(21) organizations. Did the trust, or any disqualified or other person engage in any activities that would result in the imposition of an excise tax under section 4951, 4952, or 4953? ..
If "Yes," complete Form 6069.

Form 990 (2024)

Page 6

Part VI

Governance, Management, and Disclosure. For each "Yes" response to lines 2 through 7b below, and for a "No" response to lines 8a, 8b, or 10b below, describe the circumstances, processes, or changes in Schedule O. See instructions.

Check if Schedule O contains a response or note to any line in this Part VI..............

Section A. Governing Body and Management

Yes

Enter the number of voting members of the governing body at the end of the tax year

141

If there are material differences in voting rights among members of the governing body, or if the governing body delegated broad authority to an executive committee or similar committee, explain in Schedule O.

Enter the number of voting members included in line 1a, above, who are independent

140

Did any officer, director, trustee, or key employee have a family relationship or a business relationship with any other officer, director, trustee, or key employee? .................

Did the organization delegate control over management duties customarily performed by or under the direct supervision of officers, directors or trustees, or key employees to a management company or other person? .

Did the organization make any significant changes to its governing documents since the prior Form 990 was filed? .

Did the organization become aware during the year of a significant diversion of the organization’s assets? .

Did the organization have members or stockholders? ................

Did the organization have members, stockholders, or other persons who had the power to elect or appoint one or more members of the governing body? ....................

Are any governance decisions of the organization reserved to (or subject to approval by) members, stockholders, or persons other than the governing body? ...................

Did the organization contemporaneously document the meetings held or written actions undertaken during the year by the following:

The governing body? .......................

Yes

Each committee with authority to act on behalf of the governing body? ............

Yes

Is there any officer, director, trustee, or key employee listed in Part VII, Section A, who cannot be reached at the organization’s mailing address? If "Yes," provide the names and addresses in Schedule O.......

Section B. Policies (This Section B requests information about policies not required by the Internal Revenue Code.)

Yes

10a

Did the organization have local chapters, branches, or affiliates? ............

10a

If "Yes," did the organization have written policies and procedures governing the activities of such chapters, affiliates, and branches to ensure their operations are consistent with the organization's exempt purposes?

10b

11a

Has the organization provided a complete copy of this Form 990 to all members of its governing body before filing the form? ............................

11a

Describe on Schedule O the process, if any, used by the organization to review this Form 990. .....

12a

Did the organization have a written conflict of interest policy? If "No," go to line 13.......

12a

Yes

Were officers, directors, or trustees, and key employees required to disclose annually interests that could give rise to conflicts? ..........................

12b

Yes

Did the organization regularly and consistently monitor and enforce compliance with the policy? If "Yes," describe on Schedule O how this was done...................

12c

Yes

Did the organization have a written whistleblower policy? ...............

Yes

Did the organization have a written document retention and destruction policy? .........

Yes

Did the process for determining compensation of the following persons include a review and approval by independent persons, comparability data, and contemporaneous substantiation of the deliberation and decision?

The organization’s CEO, Executive Director, or top management official ...........

15a

Yes

Other officers or key employees of the organization ................

15b

Yes

If "Yes" to line 15a or 15b, describe the process on Schedule O. See instructions.

16a

Did the organization invest in, contribute assets to, or participate in a joint venture or similar arrangement with a taxable entity during the year? ......................

16a

If "Yes," did the organization follow a written policy or procedure requiring the organization to evaluate its participation in joint venture arrangements under applicable federal tax law, and take steps to safeguard the organization’s exempt status with respect to such arrangements? ............

16b

Section C. Disclosure

List the states with which a copy of this Form 990 is required to be filed

AL , AR , CA , FL , GA , IL , KS , KY , MA , MD , MI , MN , MS , NC , ND , NH , NJ , NM , NY , OR , PA , RI , SC , TN , UT , VA , WV , WI

Section 6104 requires an organization to make its Form 1023 (1024 or 1024-A, if applicable), 990, and 990-T (section 501(c)(3)s only) available for public inspection. Indicate how you made these available. Check all that apply.

Own website Another's website Upon request Other (explain in Schedule O)

Describe in Schedule O whether (and if so, how) the organization made its governing documents, conflict of interest policy, and financial statements available to the public during the tax year.

State the name, address, and telephone number of the person who possesses the organization's books and records:
KENNETH M KROLL CFO815 SECOND AVENUE 9TH FLOOR NEW YORK,NY10017 (212) 984-1946

Form 990 (2024)

Page 7

Part VII

Compensation of Officers, Directors,Trustees, Key Employees, Highest Compensated Employees, and Independent Contractors

Check if Schedule O contains a response or note to any line in this Part VII..............

Section A. Officers, Directors, Trustees, Key Employees, and Highest Compensated Employees

1a Complete this table for all persons required to be listed. Report compensation for the calendar year ending with or within the organization’s tax year.
RoundBullet

List all of the organization’s current officers, directors, trustees (whether individuals or organizations), regardless of amount
of compensation. Enter -0- in columns (D), (E), and (F) if no compensation was paid.

List all of the organization’s current key employees, if any. See the instructions for definition of "key employee."

List the organization’s five current highest compensated employees (other than an officer, director, trustee or key employee)
who received reportable compensation (box 5 of Form W-2, box 6 of Form 1099-MISC, and/or box 1 of Form 1099-NEC) of more than $100,000 from the organization and any related organizations.

List all of the organization’s former officers, key employees, or highest compensated employees who received more than $100,000
of reportable compensation from the organization and any related organizations.

List all of the organization’s former directors or trustees that received, in the capacity as a former director or trustee of the
organization, more than $10,000 of reportable compensation from the organization and any related organizations.

See the instructions for the order in which to list the persons above.

Check this box if neither the organization nor any related organization compensated any current officer, director, or trustee.

(A) Name and title	(B) Average hours per week (list any hours for related organizations below dotted line)	(C) Position (do not check more than one box, unless person is both an officer and a director/trustee)		(D) Reportable compensation from the organization (W-2/1099-MISC/1099-NEC)	(E) Reportable compensation from related organizations (W-2/1099-MISC/1099-NEC)	(F) Estimated amount of other compensation from the organization and related organizations
(A) Name and title
(1) LISA E SHERMAN...................................................................... PRESIDENT AND CEO	44.66 .................	X	X	1,379,863	0	971,900
(2) TARA WALPERT LEVY...................................................................... CHAIR	3.50 .................	X	X	0	0	0
(3) DIEGO SCOTTI...................................................................... IMMEDIATE PAST CHAIR	2.00 .................	X	X	0	0	0
(4) RITA FERRO...................................................................... VICE CHAIR	2.00 .................	X	X	0	0	0
(5) CARLA HASSAN...................................................................... VICE CHAIR	2.00 .................	X	X	0	0	0
(6) KIRK MCDONALD...................................................................... VICE CHAIR	2.00 .................	X	X	0	0	0
(7) KIM KELLEHER...................................................................... SECRETARY	1.00 .................	X	X	0	0	0
(8) LISA UTZSCHNEIDER...................................................................... CHAIR FINANCE COMMITTEE	3.00 .................	X	X	0	0	0
(9) JONATHAN ADASHEK...................................................................... DIRECTOR	0.50 .................	X		0	0	0
(10) TIM ARMSTRONG...................................................................... DIRECTOR	0.50 .................	X		0	0	0
(11) ZENA ARNOLD...................................................................... DIRECTOR	0.50 .................	X		0	0	0
(12) JAY ASKINASI...................................................................... DIRECTOR, THRU 11/14/24	0.50 .................	X		0	0	0
(13) DR RICHARD AWDEH...................................................................... DIRECTOR	0.50 .................	X		0	0	0
(14) ANNA BAGER...................................................................... DIRECTOR	0.50 .................	X		0	0	0
(15) LARA BALAZS...................................................................... DIRECTOR, THRU 9/30/24	0.50 .................	X		0	0	0
(16) MICHELE BARLOW...................................................................... DIRECTOR	0.50 .................	X		0	0	0
(17) NATALIE BASTIAN...................................................................... DIRECTOR, THRU 6/1/25	0.50 .................	X		0	0	0

Form 990 (2024)

Page 8

Part VII

Section A. Officers, Directors, Trustees, Key Employees, and Highest Compensated Employees (continued)

(A) Name and title	(B) Average hours per week (list any hours for related organizations below dotted line)	(C) Position (do not check more than one box, unless person is both an officer and a director/trustee)					(D) Reportable compensation from the organization (W-2/1099-MISC/1099-NEC)	(E) Reportable compensation from related organizations (W-2/1099-MISC/1099-NEC)	(F) Estimated amount of other compensation from the organization and related organizations
(A) Name and title
(18) MOLLY BATTIN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(19) NADJA BELLAN-WHITE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(20) LESLIE BERLAND........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(21) JOSEPHINE BERTRAMS........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(22) CHRIS BOOTHE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(23) ELIZABETH BRADY........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(24) TYRONE BREWER........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(25) ANDREA BRIMMER........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(26) VANESSA BROADHURST........................................................................ DIRECTOR, THRU 4/16/25	0.50 .......................	X					0	0	0
(27) MARC BRODHERSON........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(28) HEIDI BROWNING........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(29) MICHAEL BROWNSTEIN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(30) DEVIKA BULCHANDANI........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(31) LISA CAPUTO........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(32) FIONA CARTER........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(33) KRISTIN CARVELL........................................................................ DIRECTOR, THRU 4/30/25	0.50 .......................	X					0	0	0
(34) BLAKE CHANDLEE........................................................................ DIRECTOR, THRU 4/1/25	0.50 .......................	X					0	0	0
(35) TIM CLARK........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(36) DAVID COHEN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(37) JEFF COLLINS........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(38) CHRISTINE COOK........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(39) JILL CRESS........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(40) TINA DAVIS........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(41) TARA DIJULIO........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(42) KYLE DROPP........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(43) KATHLEEN DUNLOP........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(44) RICHARD EDELMAN........................................................................ DIRECTOR	1.00 .......................	X					0	0	0
(45) MEL EDWARDS........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(46) TIM ELLIS........................................................................ DIRECTOR	1.00 .......................	X					0	0	0
(47) CHRIS FOLEY........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(48) ANNA FRABLE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(49) BRIANNA GAYS........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(50) ADAM GERHART........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(51) GREG GLENDAY........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(52) BEN GOLDHIRSH........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(53) JENNIFER GOTTLIEB........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(54) MICHAEL GUTH........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(55) BILL C HAGELSTEIN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(56) ELENA HALE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(57) JOHN HALLEY........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(58) CHRISSIE HANSON........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(59) SARAH HARMS........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(60) PATRICK HARRIS........................................................................ DIRECTOR, THRU 2/28/25	0.50 .......................	X					0	0	0
(61) JED HARTMAN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(62) TARIQ HASSAN........................................................................ DIRECTOR, THRU 2/28/25	0.50 .......................	X					0	0	0
(63) DIANA HAUSSLING........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(64) GAIL HEIMANN........................................................................ DIRECTOR, THRU 12/15/24	0.50 .......................	X					0	0	0
(65) TAMMY HENAULT........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(66) ELIZABETH HERBST-BRADY........................................................................ DIRECTOR, THRU 9/30/24	0.50 .......................	X					0	0	0
(67) JOHANNA HERRMANN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(68) MICHAEL HOUSTON........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(69) LISA RYAN HOWARD........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(70) CHARISSE HUGHES........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(71) JEAN-PAUL JANSEN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(72) DAMAUNE JOURNEY........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(73) PETER JUNG........................................................................ DIRECTOR, THRU 4/16/25	0.50 .......................	X					0	0	0
(74) MARLA KAPLOWITZ........................................................................ DIRECTOR, THRU 6/1/25	0.50 .......................	X					0	0	0
(75) HARRY KARGMAN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(76) MICHAEL KASSAN........................................................................ DIRECTOR	1.00 .......................	X					0	0	0
(77) JENNIFER KATTULA........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(78) JACKELYN KELLER........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(79) JACKI KELLEY........................................................................ DIRECTOR	1.00 .......................	X					0	0	0
(80) SOPHIE KELLY........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(81) KELLYN SMITH KENNY........................................................................ DIRECTOR	1.00 .......................	X					0	0	0
(82) JO KINSELLA........................................................................ DIRECTOR, THRU 6/1/25	0.50 .......................	X					0	0	0
(83) ZACH KITSCHKE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(84) MICHAEL KOMASINSKI........................................................................ DIRECTOR, THRU 2/15/25	0.50 .......................	X					0	0	0
(85) AMIT KOTECHA........................................................................ DIRECTOR, THRU 12/10/24	0.50 .......................	X					0	0	0
(86) SUZANNE KOUNKEL........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(87) JILL KRAMER........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(88) SARAH KRAMER........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(89) STEVEN KRITZMAN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(90) MICHAEL LACORAZZA........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(91) STEVE LANZANO........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(92) RYANNE LAREDO........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(93) LORENZO LARINI........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(94) DARYL LEE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(95) TAMMY LEVINE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(96) LYNN LEWIS........................................................................ DIRECTOR, THRU 3/1/25	0.50 .......................	X					0	0	0
(97) RYAN LINDER........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(98) ROBERT D LIODICE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(99) ANTONIO LUCIO........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(100) HEATHER MALENSHEK........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(101) MARK MARSHALL........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(102) DOUG MARTIN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(103) JARROD MARTIN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(104) STACY MARTINET........................................................................ DIRECTOR	1.00 .......................	X					0	0	0
(105) SETH MATLINS........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(106) JOHANNA MAYER-JONES........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(107) SEAN MCCAFFREY........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(108) DON MCGUIRE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(109) ALICE MCKOWN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(110) NICOLA MENDELSOHN........................................................................ DIRECTOR	1.00 .......................	X					0	0	0
(111) NICHOLAS MERCURIO........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(112) SHAKIR MOIN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(113) TRAVIS MONTAGUE........................................................................ DIRECTOR, THRU 11/1/24	0.50 .......................	X					0	0	0
(114) ALAN MOSS........................................................................ DIRECTOR	1.00 .......................	X					0	0	0
(115) JENNIFER MURILLO........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(116) CATHERINE NEWMAN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(117) KYLE NORRINGTON........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(118) SHANNON NUNN........................................................................ DIRECTOR, THRU 11/1/24	0.50 .......................	X					0	0	0
(119) STEVE PACHECO........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(120) DREW PANAYIOTOU........................................................................ DIRECTOR, THRU 9/15/24	0.50 .......................	X					0	0	0
(121) NICOLLE PANGIS........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(122) CHRIS PAQUETTE........................................................................ DIRECTOR, THRU 12/31/24	0.50 .......................	X					0	0	0
(123) RYAN PAULEY........................................................................ DIRECTOR, THRU 9/15/24	0.50 .......................	X					0	0	0
(124) PJ PEREIRA........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(125) STEVEN WOLFE PEREIRA........................................................................ DIRECTOR, THRU 9/15/24	0.50 .......................	X					0	0	0
(126) ELLIOTT PETTIT........................................................................ DIRECTOR, THRU 12/31/24	0.50 .......................	X					0	0	0
(127) RAJA RAJAMANNAR........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(128) THOMAS RANESE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(129) MARY ANN REILLY........................................................................ DIRECTOR, THRU 12/31/24	0.50 .......................	X					0	0	0
(130) AMY REINHARD........................................................................ DIRECTOR, THRU 4/16/25	0.50 .......................	X					0	0	0
(131) SUSAN RIENOW........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(132) LISA ROATH........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(133) JOY ROBINS........................................................................ DIRECTOR	1.00 .......................	X					0	0	0
(134) ALISON RODDEN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(135) CHRIS ROGERS........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(136) TIFFANY ROLFE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(137) JAMES ROOKE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(138) DOUG ROZEN........................................................................ DIRECTOR, THRU 3/11/25	0.50 .......................	X					0	0	0
(139) ELIZABETH RUTLEDGE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(140) CARRIE SEIFER........................................................................ DIRECTOR, THRU 9/30/24	0.50 .......................	X					0	0	0
(141) DAVANG SHAH........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(142) DONNA SHARP........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(143) JESSICA SIBLEY........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(144) TIM SIMS........................................................................ DIRECTOR	1.00 .......................	X					0	0	0
(145) SAMANTHA SKEY........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(146) RAMON SOTO........................................................................ DIRECTOR	1.00 .......................	X					0	0	0
(147) DONNA SPECIALE........................................................................ DIRECTOR, THRU 6/1/25	0.50 .......................	X					0	0	0
(148) MITCH SPOLAN........................................................................ DIRECTOR, THRU 11/30/24	0.50 .......................	X					0	0	0
(149) ANDREW SPRINGATE........................................................................ DIRECTOR, THRU 4/16/25	0.50 .......................	X					0	0	0
(150) JOSH STINCHCOMB........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(151) RANDI STIPES........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(152) STEVE STOUTE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(153) GREG STUART........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(154) ANDREW SWINAND........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(155) LYNN TEO........................................................................ DIRECTOR, THRU 4/16/25	0.50 .......................	X					0	0	0
(156) TODD TERESI........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(157) KARIN TIMPONE........................................................................ DIRECTOR, THRU 12/31/24	0.50 .......................	X					0	0	0
(158) DARA TRESEDER........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(159) GAYLE TROBERMAN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(160) TYLER TURNBULL........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(161) ALEXA VIGNONE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(162) AARON WALTON........................................................................ DIRECTOR	1.00 .......................	X					0	0	0
(163) BILL WATKINS........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(164) WILLIAM WHITE........................................................................ DIRECTOR	1.00 .......................	X					0	0	0
(165) EMILY WILCOX........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(166) ROB WILK........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(167) JENNIFER WILSON........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(168) BILL WISE........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(169) JEN WONG........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(170) LOUISA WONG........................................................................ DIRECTOR, THRU 9/15/24	0.50 .......................	X					0	0	0
(171) MARK ZAGORSKI........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(172) SHELLEY ZALIS........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(173) ANDREA ZARETSKY........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(174) NEAL ZUCKERMAN........................................................................ DIRECTOR	0.50 .......................	X					0	0	0
(175) KENNETH M KROLL........................................................................ CHIEF FINANCIAL & OPERATIONS OFFICER	41.86 .......................		X				505,491	0	163,261
(176) PAULA VEALE........................................................................ CHIEF MARKETING & COMMUNICATION	41.03 .......................			X			532,107	0	204,844
(177) HEIDI ARTHUR........................................................................ CHIEF CAMPAIGN & PROGRAM OFFICER	38.42 .......................			X			429,965	0	154,433
(178) DINUKSHINI JEROMINE PERERA........................................................................ CHIEF MEDIA OFFICER	35.43 .......................			X			419,833	0	165,657
(179) MICHELLE HILLMAN........................................................................ CHIEF CAMPAIGN & PROGRAM OFFICER	37.40 .......................			X			412,182	0	174,940
(180) CORRINA ANN GREENBERG CHIEF........................................................................ DEVELOPMENT OFFICER, THRU 12/31/24	19.86 .......................			X			398,866	0	10,752
(181) CHARYSSE NUNEZ CHIEF........................................................................ INSIGHTS & ANALYTICS OFFICER	38.38 .......................			X			392,032	0	137,094
(182) REGINA BRADLEY........................................................................ CHIEF PEOPLE OFFICER	41.58 .......................			X			386,013	0	158,033
(183) ELISE JAMES........................................................................ CHIEF CULTURE & COMMUNITY OFFICER	38.94 .......................			X			369,064	0	149,546
(184) KATE EMANUEL CHIEF........................................................................ BUSINESS OPERATIONS & STRATEGY	35.37 .......................			X			351,425	0	146,265
(185) LORNA LIGHTFOOT-WARE........................................................................ CHIEF LEGAL OFFICER	44.39 .......................			X			248,692	0	88,137
(186) DANIELLE LINET SVP........................................................................ CREATIVE STUDIO&MARKETING OPERATIONS	37.49 .......................				X		277,894	0	95,296
(187) ANTHONY CHARLES SIGNORELLI........................................................................ SVP, CORPORATE PARTNERSHIPS	35.54 .......................				X		257,069	0	73,825
(188) ANTHONY FOLENO........................................................................ SVP, STRATEGY & EVALUATION	39.03 .......................				X		256,891	0	74,745
(189) KATHRYN ASHLEY MENSCHNER........................................................................ SVP, MEDIA STRATEGY & ENGAGEMENT	35.80 .......................				X		252,518	0	60,252
(190) ANNE DEO........................................................................ SVP, ANALYTICS	40.65 .......................				X		250,383	0	117,451
(191) BARBARA LESHINSKY........................................................................ FORMER CHIEF REVENUE & DEVELOPMENT	0.00 .......................					X	173,992	0	0

1b	Sub-Total..............
c	Total from continuation sheets to Part VII, Section A..
d	Total (add lines 1b and 1c).........	7,294,280	0	2,946,431

Total number of individuals (including but not limited to those listed above) who received more than $100,000 of reportable compensation from the organization 98

Yes

Did the organization list any former officer, director or trustee, key employee, or highest compensated employee on line 1a? If "Yes," complete Schedule J for such individual ..............

Yes

For any individual listed on line 1a, is the sum of reportable compensation and other compensation from the organization and related organizations greater than $150,000? If "Yes," complete Schedule J for such
individual...........................

Yes

Did any person listed on line 1a receive or accrue compensation from any unrelated organization or individual for services rendered to the organization? If "Yes," complete Schedule J for such person ........

Section B. Independent Contractors

Complete this table for your five highest compensated independent contractors that received more than $100,000 of compensation from the organization. Report compensation for the calendar year ending with or within the organization’s tax year.

(A) Name and business address	(B) Description of services	(C) Compensation
THE TRADE DESK INC 1114 6TH AVENUE 46TH FLOOR NEW YORK,CA10036	PROGRAMMATIC DSP	2,736,918
CG VISUAL SOLUTIONS CORPORATION 120 9TH AVENUE LONGMONT,CO80501	DIGITAL PRINTING - BILLBOARD & SIGNAGE	2,460,927
VISTAR MEDIA INC 625 6TH AVENUE FLOOR 2 NEW YORK,NY10011	PRODUCTION	1,534,004
CREATIVE & RESPONSE RESEARCH SERVICES I 150 N MICHIGAN AVENUE 34TH FLOOR CHICAGO,IL60601	RESEARCH	1,379,715
IPSOS PUBLIC AFFAIRS INC 1146 19TH STREET NORTHWEST SUITE WASHINGTON,DC20036	PRODUCTION	1,318,198
2 Total number of independent contractors (including but not limited to those listed above) who received more than $100,000 of compensation from the organization 68

Form 990 (2024)

Page 9

Part VIII

Statement of Revenue

Check if Schedule O contains a response or note to any line in this Part VIII.............

(A)
Total revenue

(B)
Related or
exempt
function
revenue

(D)
Revenue
excluded from
tax under sections
512 - 514

1a	Federated campaigns..		1a
b	Membership dues..		1b
c	Fundraising events..		1c	9,396,006
d	Related organizations		1d
e	Government grants (contributions)		1e

f	All other contributions, gifts, grants, and similar amounts not included above		1f	28,313,279

g	Noncash contributions included in lines 1a - 1f:$		1g

h Total. Add lines 1a-1f.......		37,709,285

		Business Code
2a	PUBLIC SVC CAMPAIGNS	900099	36,658,015	36,658,015
b	SOC. IMPACT RESEARCH	900099	1,013,395	1,013,395
c
d
e
f	All other program service revenue.
g	Total. Add lines 2a–2f .....		37,671,410

3 Investment income (including dividends, interest, and othersimilar amounts) ......			2,729,539			2,729,539
4 Income from investment of tax-exempt bond proceeds
5 Royalties...........
			(i) Real	(ii) Personal
6a	Gross rents	6a	473,820
b	Less: rental expenses	6b	0
c	Rental income or (loss)	6c	473,820
d	Net rental income or (loss).......			473,820			473,820
			(i) Securities	(ii) Other
7a	Gross amount from sales of assets other than inventory	7a	13,283,500
b	Less: cost or other basis and sales expenses	7b	11,198,940
c	Gain or (loss)	7c	2,084,560
d	Net gain or (loss).........			2,084,560			2,084,560
8a	Gross income from fundraising events (not including $ 9,396,006of contributions reported on line 1c). See Part IV, line 18 ....
			8a	473,550
b	Less: direct expenses ...		8b	1,709,455
c	Net income or (loss) from fundraising events..			-1,235,905			-1,235,905
9a	Gross income from gaming activities. See Part IV, line 19 ...
			9a
b	Less: direct expenses ...		9b
c	Net income or (loss) from gaming activities..
10a	Gross sales of inventory, less returns and allowances ..
			10a
b	Less: cost of goods sold ..		10b
c	Net income or (loss) from sales of inventory..

Business Code
11a	OTHER INCOME		900099	100			100
b
c
d	All other revenue ....
e	Total. Add lines 11a–11d ......			100
12	Total revenue. See instructions.....			79,432,809	37,671,410	0	4,052,114

Form 990 (2024)

Page 10

Part IX

Statement of Functional Expenses

Section 501(c)(3) and 501(c)(4) organizations must complete all columns. All other organizations must complete column (A).Check if Schedule O contains a response or note to any line in this Part IX..............

Do not include amounts reported on lines 6b, 7b, 8b, 9b, and 10b of Part VIII.		(A) Total expenses	(B) Program service expenses	(C) Management and general expenses	(D) Fundraising expenses

1	Grants and other assistance to domestic organizations and domestic governments. See Part IV, line 21 ....
2	Grants and other assistance to domestic individuals. See Part IV, line 22 ...........
3	Grants and other assistance to foreign organizations, foreign governments, and foreign individuals. See Part IV, lines 15 and 16. .............
4	Benefits paid to or for members .......
5	Compensation of current officers, directors, trustees, and key employees ...........	6,808,134	2,503,122	3,543,232	761,780
6	Compensation not included above, to disqualified persons (as defined under section 4958(f)(1)) and persons described in section 4958(c)(3)(B) .........
7	Other salaries and wages........	21,234,888	16,257,045	2,730,367	2,247,476
8	Pension plan accruals and contributions (include section 401(k) and 403(b) employer contributions) ....	1,204,755	878,619	212,145	113,991
9	Other employee benefits .......	2,197,338	1,460,341	562,763	174,234
10	Payroll taxes ...........	1,909,696	1,379,373	340,688	189,635
11	Fees for services (non-employees):
a	Management ......
b	Legal .........	401,042		366,542	34,500
c	Accounting ...........	323,684		323,684
d	Lobbying ...........
e	Professional fundraising services. See Part IV, line 17
f	Investment management fees ......	34,500		34,500
g	Other (If line 11g amount exceeds 10% of line 25, column (A) amount, list line 11g expenses on Schedule O)	420,333	202,822	186,946	30,565
12	Advertising and promotion ....	307,826	33,603	274,223
13	Office expenses .......	242,476	132,761	95,024	14,691
14	Information technology ......	1,452,809	944,582	507,847	380
15	Royalties ..
16	Occupancy ...........	1,090,519	831,084	184,407	75,028
17	Travel ............	1,233,993	518,890	444,332	270,771
18	Payments of travel or entertainment expenses for any federal, state, or local public officials .
19	Conferences, conventions, and meetings ....	457,621	84,369	341,658	31,594
20	Interest ...........
21	Payments to affiliates .......
22	Depreciation, depletion, and amortization ..	728,611		728,611
23	Insurance ...	167,438		167,438
24	Other expenses. Itemize expenses not covered above (List miscellaneous expenses in line 24e. If line 24e amount exceeds 10% of line 25, column (A) amount, list line 24e expenses on Schedule O.)
a	PROD. & DISTRIBUTION	27,149,339	27,149,339
b	TEMP HELP & RECRUITING	2,128,772	1,271,984	532,565	324,223
c	PSA ANALYTICS	55,710	53,530	2,180
d	OUTREACH FUNCTIONS	55,104	4,314	3,106	47,684
e	All other expenses	234,677	94,829	131,569	8,279
25	Total functional expenses. Add lines 1 through 24e	69,839,265	53,800,607	11,713,827	4,324,831
26	Joint costs. Complete this line only if the organization reported in column (B) joint costs from a combined educational campaign and fundraising solicitation. Check here if following SOP 98-2 (ASC 958-720).

Form 990 (2024)

Page 11

Part X

Balance Sheet

Check if Schedule O contains a response or note to any line in this Part IX..............

				(A) Beginning of year		(B) End of year

1	Cash–non-interest-bearing ........			1,000	1	1,000
2	Savings and temporary cash investments .........			44,303,857	2	44,184,772
3	Pledges and grants receivable, net ......			4,179,708	3	4,191,702
4	Accounts receivable, net .............			15,745,558	4	17,373,083
5	Loans and other receivables from any current or former officer, director, trustee, key employee, creator or founder, substantial contributor, or 35% controlled entity or family member of any of these persons .......
					5
6	Loans and other receivables from other disqualified persons (as defined under section 4958(f)(1)), and persons described in section 4958(c)(3)(B) ...
					6
7	Notes and loans receivable, net ...........				7
8	Inventories for sale or use ............				8
9	Prepaid expenses and deferred charges ......			1,121,534	9	1,149,784
10a	Land, buildings, and equipment: cost or other basis. Complete Part VI of Schedule D	10a	13,685,095
b	Less: accumulated depreciation	10b	11,572,890	2,533,248	10c	2,112,205
11	Investments—publicly traded securities .			33,807,388	11	37,299,526
12	Investments—other securities. See Part IV, line 11 .....				12
13	Investments—program-related. See Part IV, line 11 ..				13
14	Intangible assets ...............				14
15	Other assets. See Part IV, line 11 ...........			4,387,407	15	3,651,907
16	Total assets. Add lines 1 through 15 (must equal line 33)...			106,079,700	16	109,963,979

17	Accounts payable and accrued expenses .....	10,091,107	17	9,839,194
18	Grants payable ...		18
19	Deferred revenue .........	11,778,974	19	6,841,282
20	Tax-exempt bond liabilities .........		20
21	Escrow or custodial account liability. Complete Part IV of Schedule D		21
22	Loans and other payables to any current or former officer, director, trustee, key employee, creator or founder, substantial contributor, or 35% controlled entity or family member of any of these persons .........
			22
23	Secured mortgages and notes payable to unrelated third parties ..		23
24	Unsecured notes and loans payable to unrelated third parties ..		24
25	Other liabilities (including federal income tax, payables to related third parties, and other liabilities not included on lines 17 - 24). Complete Part X of Schedule D	6,373,750	25	5,314,726
26	Total liabilities. Add lines 17 through 25..	28,243,831	26	21,995,202

	Organizations that follow FASB ASC 958, check here and complete lines 27, 28, 32, and 33.
27	Net assets without donor restrictions ..........	62,638,224	27	67,296,314
28	Net assets with donor restrictions ...........	15,197,645	28	20,672,463
	Organizations that do not follow FASB ASC 958, check here and complete lines 29 through 33.
29	Capital stock or trust principal, or current funds .....		29
30	Paid-in or capital surplus, or land, building or equipment fund ...		30
31	Retained earnings, endowment, accumulated income, or other funds		31
32	Total net assets or fund balances ...........	77,835,869	32	87,968,777
33	Total liabilities and net assets/fund balances ........	106,079,700	33	109,963,979

Form 990 (2024)

Page 12

Part XI

Reconcilliation of Net Assets

Check if Schedule O contains a response or note to any line in this Part XI..............

Total revenue (must equal Part VIII, column (A), line 12) ............

79,432,809

Total expenses (must equal Part IX, column (A), line 25) ............

69,839,265

Revenue less expenses. Subtract line 2 from line 1 ..............

9,593,544

Net assets or fund balances at beginning of year (must equal Part X, line 32, column (A)) ..

77,835,869

Net unrealized gains (losses) on investments ...............

539,741

Donated services and use of facilities .................

Investment expenses .....................

Prior period adjustments .....................

Other changes in net assets or fund balances (explain in Schedule O) ........

-377

Net assets or fund balances at end of year. Combine lines 3 through 9 (must equal Part X, line 32, column (B))

87,968,777

Part XII

Financial Statements and Reporting

Check if Schedule O contains a response or note to any line in this Part XII.............

Yes

Accounting method used to prepare the Form 990: Cash Accrual Other
If the organization changed its method of accounting from a prior year or checked "Other," explain on
Schedule O.

Were the organization’s financial statements compiled or reviewed by an independent accountant?

If ‘Yes,’ check a box below to indicate whether the financial statements for the year were compiled or reviewed on a separate basis, consolidated basis, or both:

Separate basis Consolidated basis Both consolidated and separate basis

Were the organization’s financial statements audited by an independent accountant?

Yes

If ‘Yes,’ check a box below to indicate whether the financial statements for the year were audited on a separate basis, consolidated basis, or both:

Separate basis Consolidated basis Both consolidated and separate basis

If "Yes," to line 2a or 2b, does the organization have a committee that assumes responsibility for oversight of the audit, review, or compilation of its financial statements and selection of an independent accountant?

Yes

If the organization changed either its oversight process or selection process during the tax year, explain in Schedule O.

As a result of a federal award, was the organization required to undergo an audit or audits as set forth in the Uniform Guidance, 2 C.F.R. Part 200, Subpart F?

Yes

If "Yes," did the organization undergo the required audit or audits? If the organization did not undergo the required audit or audits, explain why in Schedule O and describe any steps taken to undergo such audits.

Yes

Form 990 (2024)

Additional Data

Software ID:
Software Version:

Form 990, Special Condition Description:

Special Condition Description

- TIN:

SCHEDULE A
(Form 990)

Department of the Treasury
Internal Revenue Service

Public Charity Status and Public Support

Complete if the organization is a section 501(c)(3) organization or a section 4947(a)(1) nonexempt charitable trust.
right arrow

Attach to Form 990 or Form 990-EZ.
right arrow

Go to www.irs.gov/Form990 for instructions and the latest information.

OMB No. 1545-0047

2024

Open to Public
Inspection

Name of the organization

THE ADVERTISING COUNCIL INC

Employer identification number

13-0417693

Part I

Reason for Public Charity Status (All organizations must complete this part.) See instructions.

The organization is not a private foundation because it is: (For lines 1 through 12, check only one box.)

A church, convention of churches, or association of churches described in section 170(b)(1)(A)(i).

A school described in section 170(b)(1)(A)(ii). (Attach Schedule E (Form 990).)

A hospital or a cooperative hospital service organization described in section 170(b)(1)(A)(iii).

A medical research organization operated in conjunction with a hospital described in section 170(b)(1)(A)(iii). Enter the hospital's name, city, and state:

An organization operated for the benefit of a college or university owned or operated by a governmental unit described in section 170(b)(1)(A)(iv). (Complete Part II.)

A federal, state, or local government or governmental unit described in section 170(b)(1)(A)(v).

An organization that normally receives a substantial part of its support from a governmental unit or from the general public described in section 170(b)(1)(A)(vi). (Complete Part II.)

A community trust described in section 170(b)(1)(A)(vi). (Complete Part II.)

An agricultural research organization described in 170(b)(1)(A)(ix) operated in conjunction with a land-grant college or university or a non-land grant college of agriculture. See instructions. Enter the name, city, and state of the college or university:

An organization that normally receives: (1) more than 33 1/3% of its support from contributions, membership fees, and gross receipts from activities related to its exempt functions—subject to certain exceptions, and (2) no more than 33 1/3% of its support from gross investment income and unrelated business taxable income (less section 511 tax) from businesses acquired by the organization after June 30, 1975. See section 509(a)(2). (Complete Part III.)

An organization organized and operated exclusively to test for public safety. See section 509(a)(4).

An organization organized and operated exclusively for the benefit of, to perform the functions of, or to carry out the purposes of one or more publicly supported organizations described in section 509(a)(1) or section 509(a)(2). See section 509(a)(3). Check the box on lines 12a through 12d that describes the type of supporting organization and complete lines 12e, 12f, and 12g.

Type I. A supporting organization operated, supervised, or controlled by its supported organization(s), typically by giving the supported organization(s) the power to regularly appoint or elect a majority of the directors or trustees of the supporting organization. You must complete Part IV, Sections A and B.

Type II. A supporting organization supervised or controlled in connection with its supported organization(s), by having control or management of the supporting organization vested in the same persons that control or manage the supported organization(s). You must complete Part IV, Sections A and C.

Type III functionally integrated. A supporting organization operated in connection with, and functionally integrated with, its supported organization(s) (see instructions). You must complete Part IV, Sections A, D, and E.

Type III non-functionally integrated. A supporting organization operated in connection with its supported organization(s) that is not functionally integrated. The organization generally must satisfy a distribution requirement and an attentiveness requirement (see instructions). You must complete Part IV, Sections A and D, and Part V.

Check this box if the organization received a written determination from the IRS that it is a Type I, Type II, Type III functionally integrated, or Type III non-functionally integrated supporting organization.

Enter the number of supported organizations ...............................

Provide the following information about the supported organization(s).

(i) Name of supported organization	(ii) EIN	(iv) Is the organization listed in your governing document?		(v) Amount of monetary support (see instructions)	(vi) Amount of other support (see instructions)
(i) Name of supported organization	(ii) EIN	Yes	No	(v) Amount of monetary support (see instructions)	(vi) Amount of other support (see instructions)


Total

For Paperwork Reduction Act Notice, see the Instructions for
Form 990 or 990-EZ.

Cat. No. 11285F

Schedule A (Form 990) 2024

Page 2

Part II

Support Schedule for Organizations Described in Sections 170(b)(1)(A)(iv) and 170(b)(1)(A)(vi)
(Complete only if you checked the box on line 5, 7, or 8 of Part I or if the organization failed to qualify under Part III. If the organization failed to qualify under the tests listed below, please complete Part III.)

Section A. Public Support

Calendar year (or fiscal year beginning in)		(a) 2020	(b) 2021	(c) 2022	(d) 2023	(e) 2024	(f) Total
1	Gifts, grants, contributions, and membership fees received. (Do not include any "unusual grant.") ..
2	Tax revenues levied for the organization's benefit and either paid to or expended on its behalf ....
3	The value of services or facilities furnished by a governmental unit to the organization without charge..
4	Total. Add lines 1 through 3
5	The portion of total contributions by each person (other than a governmental unit or publicly supported organization) included on line 1 that exceeds 2% of the amount shown on line 11, column (f) ..
6	Public support. Subtract line 5 from line 4.

Section B. Total Support

Calendar year (or fiscal year beginning in)		(a) 2020	(b) 2021	(c) 2022	(d) 2023	(e) 2024	(f) Total
7	Amounts from line 4..
8	Gross income from interest, dividends, payments received on securities loans, rents, royalties and income from similar sources...
9	Net income from unrelated business activities, whether or not the business is regularly carried on..
10	Other income. Do not include gain or loss from the sale of capital assets (Explain in Part VI.)..
11	Total support. Add lines 7 through 10

Gross receipts from related activities, etc. (see instructions) ..................

First 5 years. If the Form 990 is for the organization's first, second, third, fourth, or fifth tax year as a section 501(c)(3) organization, check this box and stop here ........................................ right arrow

Section C. Computation of Public Support Percentage

Public support percentage for 2024 (line 6, column (f) divided by line 11, column (f)) .........

Public support percentage for 2023 Schedule A, Part II, line 14 ...............

16a

33 1/3% support test—2024. If the organization did not check the box on line 13, and line 14 is 33 1/3% or more, check this box
and stop here. The organization qualifies as a publicly supported organization ....................... right arrow

33 1/3% support test—2023. If the organization did not check a box on line 13 or 16a, and line 15 is 33 1/3% or more, check this
box and stop here. The organization qualifies as a publicly supported organization ..................... right arrow

17a

10%-facts-and-circumstances test—2024. If the organization did not check a box on line 13, 16a, or 16b, and line 14 is 10% or more, and if the organization meets the "facts-and-circumstances" test, check this box and stop here. Explain in Part VI how the organization meets the "facts-and-circumstances" test. The organization qualifies as a publicly supported organization ............ right arrow

10%-facts-and-circumstances test—2023. If the organization did not check a box on line 13, 16a, 16b, or 17a, and line 15 is 10% or more, and if the organization meets the "facts-and-circumstances" test, check this box and stop here. Explain in Part VI how the organization meets the "facts-and-circumstances" test. The organization qualifies as a publicly supported organization ............ right arrow

Private foundation. If the organization did not check a box on line 13, 16a, 16b, 17a, or 17b, check this box and see
instructions ..................................................... right arrow

Schedule A (Form 990) 2024

Page 3

Part III

Support Schedule for Organizations Described in Section 509(a)(2)
(Complete only if you checked the box on line 10 of Part I or if the organization failed to qualify under Part II. If the organization fails to qualify under the tests listed below, please complete Part II.)

Section A. Public Support

Calendar year (or fiscal year beginning in)		(a) 2020	(b) 2021	(c) 2022	(d) 2023	(e) 2024	(f) Total
1	Gifts, grants, contributions, and membership fees received. (Do not include any "unusual grants.") .	79,344,770	24,138,936	30,948,559	35,098,218	37,709,285	207,239,768
2	Gross receipts from admissions, merchandise sold or services performed, or facilities furnished in any activity that is related to the organization's tax-exempt purpose	36,367,960	42,125,509	39,365,598	41,254,406	37,671,410	196,784,883
3	Gross receipts from activities that are not an unrelated trade or business under section 513 .....
4	Tax revenues levied for the organization's benefit and either paid to or expended on its behalf...
5	The value of services or facilities furnished by a governmental unit to the organization without charge
6	Total. Add lines 1 through 5	115,712,730	66,264,445	70,314,157	76,352,624	75,380,695	404,024,651
7a	Amounts included on lines 1, 2, and 3 received from disqualified persons	207,850	205,450	199,150	182,409	187,556	982,415
b	Amounts included on lines 2 and 3 received from other than disqualified persons that exceed the greater of $5,000 or 1% of the amount on line 13 for the year.	7,159,908	20,670,868	13,678,767	15,916,607	14,851,029	72,277,179
c	Add lines 7a and 7b..	7,367,758	20,876,318	13,877,917	16,099,016	15,038,585	73,259,594
8	Public support. (Subtract line 7c from line 6.)						330,765,057

Section B. Total Support

Calendar year (or fiscal year beginning in)		(a) 2020	(b) 2021	(c) 2022	(d) 2023	(e) 2024	(f) Total
9	Amounts from line 6...	115,712,730	66,264,445	70,314,157	76,352,624	75,380,695	404,024,651
10a	Gross income from interest, dividends, payments received on securities loans, rents, royalties and income from similar sources..	495,757	608,999	1,809,127	2,733,108	3,203,359	8,850,350
b	Unrelated business taxable income (less section 511 taxes) from businesses acquired after June 30, 1975.
c	Add lines 10a and 10b.	495,757	608,999	1,809,127	2,733,108	3,203,359	8,850,350
11	Net income from unrelated business activities not included on line 10b, whether or not the business is regularly carried on.
12	Other income. Do not include gain or loss from the sale of capital assets (Explain in Part VI.) ..	27	12,168	3,152	35	100	15,482
13	Total support. (Add lines 9, 10c, 11, and 12.)..	116,208,514	66,885,612	72,126,436	79,085,767	78,584,154	412,890,483

First 5 years. If the Form 990 is for the organization's first, second, third, fourth, or fifth tax year as a section 501(c)(3) organization, check this box and stop here................................................. right arrow

Section C. Computation of Public Support Percentage

Public support percentage for 2024 (line 8, column (f) divided by line 13, column (f)) .........

80.110 %

Public support percentage from 2023 Schedule A, Part III, line 15 ...............

80.110 %

Section D. Computation of Investment Income Percentage

Investment income percentage for 2024 (line 10c, column (f) divided by line 13, column (f)) ......

2.140 %

Investment income percentage from 2023 Schedule A, Part III, line 17 .............

1.630 %

19a

33 1/3% support tests-2024. If the organization did not check the box on line 14, and line 15 is more than 33 1/3%, and line 17 is not more than 33 1/3%, check this box and stop here. The organization qualifies as a publicly supported organization ....... right arrow

33 1/3 % support tests—2023. If the organization did not check a box on line 14 or line 19a, and line 16 is more than 33 1/3% and line 18 is not more than 33 1/3%, check this box and stop here. The organization qualifies as a publicly supported organization ..... right arrow

Private foundation. If the organization did not check a box on line 14, 19a, or 19b, check this box and see instructions .... right arrow

Schedule A (Form 990) 2024

Page 4

Part IV

Supporting Organizations

(Complete only if you checked a box on line 12 of Part I. If you checked box 12a, of Part I, complete Sections A and B. If you checked box 12b, of Part I, complete Sections A and C. If you checked box 12c, of Part I, complete Sections A, D, and E. If you checked box12d, of Part I, complete Sections A and D, and complete Part V.)

Section A. All Supporting Organizations

Yes

Are all of the organization’s supported organizations listed by name in the organization’s governing documents?
If "No," describe in Part VI how the supported organizations are designated. If designated by class or purpose,
describe the designation. If historic and continuing relationship, explain.

Did the organization have any supported organization that does not have an IRS determination of status under section 509(a)(1) or (2)? If "Yes," explain in Part VI how the organization determined that the supported organization was described in section 509(a)(1) or (2).

Did the organization have a supported organization described in section 501(c)(4), (5), or (6)? If "Yes," answer lines 3b and 3c below.

Did the organization confirm that each supported organization qualified under section 501(c)(4), (5), or (6) and satisfied the public support tests under section 509(a)(2)? If "Yes," describe in Part VI when and how the organization made the determination.

Did the organization ensure that all support to such organizations was used exclusively for section 170(c)(2)(B) purposes? If "Yes," explain in Part VI what controls the organization put in place to ensure such use.

Was any supported organization not organized in the United States ("foreign supported organization")? If “Yes” and if you checked box 12a or 12b in Part I, answer lines 4b and 4c below.

Did the organization have ultimate control and discretion in deciding whether to make grants to the foreign supported organization? If “Yes,” describe in Part VI how the organization had such control and discretion despite being controlled or supervised by or in connection with its supported organizations.

Did the organization support any foreign supported organization that does not have an IRS determination under sections 501(c)(3) and 509(a)(1) or (2)? If “Yes,” explain in Part VI what controls the organization used to ensure that all support to the foreign supported organization was used exclusively for section 170(c)(2)(B) purposes.

Did the organization add, substitute, or remove any supported organizations during the tax year? If “Yes,” answer lines 5b and 5c below (if applicable). Also, provide detail in Part VI, including (i) the names and EIN numbers of the supported organizations added, substituted, or removed; (ii) the reasons for each such action; (iii) the authority under the organization's organizing document authorizing such action; and (iv) how the action was accomplished (such as by amendment to the organizing document).

Type I or Type II only. Was any added or substituted supported organization part of a class already designated in the organization's organizing document?

Substitutions only. Was the substitution the result of an event beyond the organization's control?

Did the organization provide support (whether in the form of grants or the provision of services or facilities) to anyone other than (i) its supported organizations, (ii) individuals that are part of the charitable class benefited by one or more of its supported organizations, or (iii) other supporting organizations that also support or benefit one or more of the filing organization’s supported organizations? If “Yes,” provide detail in Part VI.

Did the organization provide a grant, loan, compensation, or other similar payment to a substantial contributor (defined in section 4958(c)(3)(C)), a family member of a substantial contributor, or a 35% controlled entity with regard to a substantial contributor? If “Yes,” complete Part I of Schedule L (Form 990) .

Did the organization make a loan to a disqualified person (as defined in section 4958) not described on line 7? If “Yes,” complete Part I of Schedule L (Form 990).

Was the organization controlled directly or indirectly at any time during the tax year by one or more disqualified persons, as defined in section 4946 (other than foundation managers and organizations described in section 509(a)(1) or (2))? If “Yes,” provide detail in Part VI.

Did one or more disqualified persons (as defined on line 9a) hold a controlling interest in any entity in which the supporting organization had an interest? If “Yes,” provide detail in Part VI.

Did a disqualified person (as defined on line 9a) have an ownership interest in, or derive any personal benefit from, assets in which the supporting organization also had an interest? If “Yes,” provide detail in Part VI.

10a

Was the organization subject to the excess business holdings rules of section 4943 because of section 4943(f) (regarding certain Type II supporting organizations, and all Type III non-functionally integrated supporting organizations)? If “Yes,” answer line 10b below.

10a

Did the organization have any excess business holdings in the tax year? (Use Schedule C, Form 4720, to determine whether the organization had excess business holdings).

10b

Schedule A (Form 990) 2024

Page 5

Part IV

Supporting Organizations (continued)

Yes

Has the organization accepted a gift or contribution from any of the following persons?

A person who directly or indirectly controls, either alone or together with persons described on lines 11b and 11c below, the governing body of a supported organization?

11a

A family member of a person described on 11a above?

11b

A 35% controlled entity of a person described on line 11a or 11b above? If “Yes” to 11a, 11b, or 11c, provide detail in Part VI.

11c

Section B. Type I Supporting Organizations

Yes

Did the officers, directors, trustees, or membership of one or more supported organizations have the power to regularly appoint or elect at least a majority of the organization’s directors or trustees at all times during the tax year? If “No,” describe in Part VI how the supported organization(s) effectively operated, supervised, or controlled the organization’s activities. If the organization had more than one supported organization, describe how the powers to appoint and/or remove directors or trustees were allocated among the supported organizations and what conditions or restrictions, if any, applied to such powers during the tax year.

Did the organization operate for the benefit of any supported organization other than the supported organization(s) that operated, supervised, or controlled the supporting organization? If “Yes,” explain in Part VI how providing such benefit carried out the purposes of the supported organization(s) that operated, supervised or controlled the supporting organization.

Section C. Type II Supporting Organizations

Yes

Were a majority of the organization’s directors or trustees during the tax year also a majority of the directors or trustees of each of the organization’s supported organization(s)? If “No,” describe in Part VI how control or management of the supporting organization was vested in the same persons that controlled or managed the supported organization(s).

Section D. All Type III Supporting Organizations

Yes

Did the organization provide to each of its supported organizations, by the last day of the fifth month of the organization’s tax year, (i) a written notice describing the type and amount of support provided during the prior tax year, (ii) a copy of the Form 990 that was most recently filed as of the date of notification, and (iii) copies of the organization’s governing documents in effect on the date of notification, to the extent not previously provided?

Were any of the organization’s officers, directors, or trustees either (i) appointed or elected by the supported organization(s) or (ii) serving on the governing body of a supported organization? If "No," explain in Part VI how the organization maintained a close and continuous working relationship with the supported organization(s).

By reason of the relationship described in line 2 above, did the organization’s supported organizations have a significant voice in the organization’s investment policies and in directing the use of the organization’s income or assets at all times during the tax year? If "Yes," describe in Part VI the role the organization’s supported organizations played in this regard.

Section E. Type III Functionally-Integrated Supporting Organizations

Check the box next to the method that the organization used to satisfy the Integral Part Test during the year (see instructions):

The organization satisfied the Activities Test. Complete line 2 below.

The organization is the parent of each of its supported organizations. Complete line 3 below.

The organization supported a governmental entity. Describe in Part VI how you supported a government entity (see instructions)

Activities Test. Answer lines 2a and 2b below.

Yes

Did substantially all of the organization’s activities during the tax year directly further the exempt purposes of the supported organization(s) to which the organization was responsive? If "Yes," then in Part VI identify those supported organizations and explain how these activities directly furthered their exempt purposes, how the organization was responsive to those supported organizations, and how the organization determined that these activities constituted substantially all of its activities.

Did the activities described on line 2a, above constitute activities that, but for the organization’s involvement, one or more of the organization’s supported organization(s) would have been engaged in? If "Yes," explain in Part VI the reasons for the organization’s position that its supported organization(s) would have engaged in these activities but for the organization’s involvement.

Parent of Supported Organizations. Answer lines 3a and 3b below.

Did the organization have the power to regularly appoint or elect a majority of the officers, directors, or trustees of each of the supported organizations?If "Yes" or "No", provide details in Part VI.

Did the organization exercise a substantial degree of direction over the policies, programs and activities of each of its supported organizations? If "Yes," describe in Part VI. the role played by the organization in this regard.

Schedule A (Form 990) 2024

Page 6

Part V

Type III Non-Functionally Integrated 509(a)(3) Supporting Organizations

Check here if the organization satisfied the Integral Part Test as a qualifying trust on Nov. 20, 1970 (explain in Part VI). See instructions. All other Type III non-functionally integrated supporting organizations must complete Sections A through E.

	Section A - Adjusted Net Income		(A) Prior Year	(B) Current Year (optional)
1	Net short-term capital gain	1
2	Recoveries of prior-year distributions	2
3	Other gross income (see instructions)	3
4	Add lines 1 through 3	4
5	Depreciation and depletion	5
6	Portion of operating expenses paid or incurred for production or collection of gross income or for management, conservation, or maintenance of property held for production of income (see instructions)	6
7	Other expenses (see instructions)	7
8	Adjusted Net Income (subtract lines 5, 6 and 7 from line 4)	8

	Section B - Minimum Asset Amount		(A) Prior Year	(B) Current Year (optional)
1	Aggregate fair market value of all non-exempt-use assets (see instructions for short tax year or assets held for part of year):	1
a	Average monthly value of securities	1a
b	Average monthly cash balances	1b
c	Fair market value of other non-exempt-use assets	1c
d	Total (add lines 1a, 1b, and 1c)	1d
e	Discount claimed for blockage or other factors (explain in detail in Part VI):
2	Acquisition indebtedness applicable to non-exempt use assets	2
3	Subtract line 2 from line 1d	3
4	Cash deemed held for exempt use. Enter 0.015 of line 3 (for greater amount, see instructions).	4
5	Net value of non-exempt-use assets (subtract line 4 from line 3)	5
6	Multiply line 5 by 0.035	6
7	Recoveries of prior-year distributions	7
8	Minimum Asset Amount (add line 7 to line 6)	8

	Section C - Distributable Amount		Current Year
1	Adjusted net income for prior year (from Section A, line 8, Column A)	1
2	Enter 85% of line 1	2
3	Minimum asset amount for prior year (from Section B, line 8, Column A)	3
4	Enter greater of line 2 or line 3	4
5	Income tax imposed in prior year	5
6	Distributable Amount. Subtract line 5 from line 4, unless subject to emergency temporary reduction (see instructions)	6

Check here if the current year is the organization's first as a non-functionally-integrated Type III supporting organization (see instructions)

Schedule A (Form 990) 2024

Page 7

Part V

Type III Non-Functionally Integrated 509(a)(3) Supporting Organizations(continued)

Section D - Distributions		Current Year
1 Amounts paid to supported organizations to accomplish exempt purposes	1
2 Amounts paid to perform activity that directly furthers exempt purposes of supported organizations, in excess of income from activity	2
3 Administrative expenses paid to accomplish exempt purposes of supported organizations	3
4 Amounts paid to acquire exempt-use assets	4
5 Qualified set-aside amounts (prior IRS approval required - provide details in Part VI)	5
6 Other distributions (describe in Part VI). See instructions	6
7Total annual distributions. Add lines 1 through 6.	7
8 Distributions to attentive supported organizations to which the organization is responsive (provide details in Part VI). See instructions	8
9 Distributable amount for 2024 from Section C, line 6	9
10 Line 8 amount divided by Line 9 amount	10

Section E - Distribution Allocations (see instructions)		(i) Excess Distributions	(ii) Underdistributions Pre-2024	(iii) Distributable Amount for 2024
1 Distributable amount for 2024 from Section C, line 6
2 Underdistributions, if any, for years prior to 2024 (reasonable cause required-- explain in Part VI). See instructions.
3 Excess distributions carryover, if any, to 2024:
a From 2019.......
b From 2020.......
c From 2021.......
d From 2022.......
e From 2023.......
fTotal of lines 3a through e
g Applied to underdistributions of prior years
h Applied to 2024 distributable amount
i Carryover from 2019 not applied (see instructions)
j Remainder. Subtract lines 3g, 3h, and 3i from line 3f.
4Distributions for 2024 from Section D, line 7:
$
a Applied to underdistributions of prior years
b Applied to 2024 distributable amount
c Remainder. Subtract lines 4a and 4b from line 4.
5 Remaining underdistributions for years prior to 2024, if any. Subtract lines 3g and 4a from line 2. If the amount is greater than zero, explain in Part VI. See instructions.
6 Remaining underdistributions for 2024. Subtract lines 3h and 4b from line 1. If the amount is greater than zero, explain in Part VI. See instructions.
7 Excess distributions carryover to 2025. Add lines 3j and 4c.
8 Breakdown of line 7:
a Excess from 2020.....
b Excess from 2021.....
c Excess from 2022.....
d Excess from 2023.....
e Excess from 2024.....

Schedule A (Form 990) (2024)

Schedule A (Form 990) 2024

Page 8

Part VI

Supplemental Information. Provide the explanations required by Part II, line 10; Part II, line 17a or 17b; Part III, line 12; Part IV, Section A, lines 1, 2, 3b, 3c, 4b, 4c, 5a, 6, 9a, 9b, 9c, 11a, 11b, and 11c; Part IV, Section B, lines 1 and 2; Part IV, Section C, line 1; Part IV, Section D, lines 2 and 3; Part IV, Section E, lines 1c, 2a, 2b, 3a and 3b; Part V, line 1; Part V, Section B, line 1e; Part V Section D, lines 5, 6, and 8; and Part V, Section E, lines 2, 5, and 6. Also complete this part for any additional information. (See instructions).

Facts And Circumstances Test

Return Reference	Explanation
SCHEDULE A, PART III, LINE 12, EXPLANATION OF OTHER INCOME:	MISCELLANEOUS INCOME - 2020 AMOUNT: $ 27. 2021 AMOUNT: $ 12,168. 2022 AMOUNT: $ 3,152. 2023 AMOUNT: $ 35. 2024 AMOUNT: $ 100.

Schedule A (Form 990) 2024

Additional Data

Software ID:
Software Version:

- TIN:

Schedule B
(Form 990)
(Rev. January 2025)

Department of the Treasury
Internal Revenue Service

Schedule of Contributors

Attach to Form 990, 990-EZ, or 990-PF.

Go to www.irs.gov/Form990 for the latest information.

OMB No. 1545-0047

Name of the organization

THE ADVERTISING COUNCIL INC

Employer identification number

13-0417693

Organization type (check one):

Filers of:

Section:

Form 990 or 990-EZ

501(c)( ) (enter number) organization

4947(a)(1) nonexempt charitable trust not treated as a private foundation

527 political organization

Form 990-PF

501(c)(3) exempt private foundation

4947(a)(1) nonexempt charitable trust treated as a private foundation

501(c)(3) taxable private foundation

Check if your organization is covered by the General Rule or a Special Rule.
Note: Only a section 501(c)(7), (8), or (10) organization can check boxes for both the General Rule and a Special Rule. See instructions.

General Rule

For an organization filing Form 990, 990-EZ, or 990-PF that received, during the year, contributions totaling $5,000 or more (in money or other property) from any one contributor. Complete Parts I and II. See instructions for determining a contributor's total contributions.

Special Rules

For an organization described in section 501(c)(3) filing Form 990 or 990-EZ that met the 33¹/3% support test of the regulations
under sections 509(a)(1) and 170(b)(1)(A)(vi), that checked Schedule A (Form 990 or 990-EZ), Part II, line 13, 16a, or 16b, and that received from any one contributor, during the year, total contributions of the greater of (1) $5,000 or (2) 2% of the amount on (i) Form 990, Part VIII, line 1h, or (ii) Form 990-EZ, line 1. Complete Parts I and II.

For an organization described in section 501(c)(7), (8), or (10) filing Form 990 or 990-EZ that received from any one contributor,
during the year, total contributions of more than $1,000 exclusively for religious, charitable, scientific, literary, or educational purposes, or for the prevention of cruelty to children or animals. Complete Parts I, II, and III.

For an organization described in section 501(c)(7), (8), or (10) filing Form 990 or 990-EZ that received from any one contributor,
during the year, contributions exclusively for religious, charitable, etc., purposes, but no such contributions totaled more than $1,000. If this box is checked, enter here the total contributions that were received during the year for an exclusively religious, charitable, etc., purpose. Don't complete any of the parts unless the General Rule applies to this organization because it received nonexclusively religious, charitable, etc., contributions totaling $5,000 or more during the year ......... Right Arrow

Caution: An organization that isn't covered by the General Rule and/or the Special Rules doesn't file Schedule B (Form 990,
990-EZ, or 990-PF), but it must answer “No” on Part IV, line 2, of its Form 990; or check the box on line H of its Form 990-EZ
or on its Form 990PF, Part I, line 2, to certify that it doesn't meet the filing requirements of Schedule B (Form 990,
990-EZ, or 990-PF).

For Paperwork Reduction Act Notice, see the Instructions
for Form 990, 990-EZ, or 990-PF.

Cat. No. 30613XSchedule B (Form 990) (Rev. 1-2025)

Schedule B (Form 990) (Rev. 1-2025) Page 2

Name of organization THE ADVERTISING COUNCIL INC

Part I	Contributors (see instructions). Use duplicate copies of Part I if additional space is needed.
(a) No.	(b) Name, address, and ZIP + 4	(c) Total contributions	(d) Type of contribution
RESTRICTED	,	$ RESTRICTED	Person Payroll Noncash (Complete Part II for noncash contributions.)
(a) No.	(b) Name, address, and ZIP + 4	(c) Total contributions	(d) Type of contribution
		$	Person Payroll Noncash (Complete Part II for noncash contributions.)
(a) No.	(b) Name, address, and ZIP + 4	(c) Total contributions	(d) Type of contribution
		$	Person Payroll Noncash (Complete Part II for noncash contributions.)
(a) No.	(b) Name, address, and ZIP + 4	(c) Total contributions	(d) Type of contribution
		$	Person Payroll Noncash (Complete Part II for noncash contributions.)
(a) No.	(b) Name, address, and ZIP + 4	(c) Total contributions	(d) Type of contribution
		$	Person Payroll Noncash (Complete Part II for noncash contributions.)
(a) No.	(b) Name, address, and ZIP + 4	(c) Total contributions	(d) Type of contribution
		$	Person Payroll Noncash (Complete Part II for noncash contributions.)
Schedule B (Form 990) (Rev. 1-2025)

Schedule B (Form 990) (Rev. 1-2025)

Page 3

Name of organization THE ADVERTISING COUNCIL INC		Employer identification number 13-0417693

Part II	Noncash Property (see instructions). Use duplicate copies of Part II if additional space is needed.
(a) No. from Part I	(b) Description of noncash property given	(c) FMV (or estimate) (See instructions)	(d) Date received
		$
(a) No. from Part I	(b) Description of noncash property given	(c) FMV (or estimate) (See instructions)	(d) Date received
		$
(a) No. from Part I	(b) Description of noncash property given	(c) FMV (or estimate) (See instructions)	(d) Date received
		$
(a) No. from Part I	(b) Description of noncash property given	(c) FMV (or estimate) (See instructions)	(d) Date received
		$
(a) No. from Part I	(b) Description of noncash property given	(c) FMV (or estimate) (See instructions)	(d) Date received
		$
(a) No. from Part I	(b) Description of noncash property given	(c) FMV (or estimate) (See instructions)	(d) Date received
		$
Schedule B (Form 990) (Rev. 1-2025)

Schedule B (Form 990) (Rev. 1-2025)

Page 4


Name of organization THE ADVERTISING COUNCIL INC			Employer identification number 13-0417693
Part III Exclusively religious, charitable, etc., contributions to organizations described in section 501(c) (7), (8), or (10) that total more than $1,000 for the year from any one contributor. Complete columns (a) through (e) and the following line entry. For organizations completing Part III, enter the total of exclusively religious, charitable, etc., contributions of $1,000 or less for the year. (Enter this information once. See instructions.) $ Use duplicate copies of Part III if additional space is needed.

(a)
No. from Part I

(b) Purpose of gift

(d) Description of how gift is held

(e) Transfer of gift
Transferee's name, address, and ZIP 4	Relationship of transferor to transferee

(a)
No. from Part I

(b) Purpose of gift

(d) Description of how gift is held

(e) Transfer of gift
Transferee's name, address, and ZIP 4	Relationship of transferor to transferee

(a)
No. from Part I

(b) Purpose of gift

(d) Description of how gift is held

(e) Transfer of gift
Transferee's name, address, and ZIP 4	Relationship of transferor to transferee

(a)
No. from Part I

(b) Purpose of gift

(d) Description of how gift is held

(e) Transfer of gift
Transferee's name, address, and ZIP 4	Relationship of transferor to transferee

Schedule B (Form 990) (Rev. 1-2025)

Additional Data

Software ID:
Software Version:

- TIN:

SCHEDULE D
(Form 990)

Department of the Treasury
Internal Revenue Service

Supplemental Financial Statements

Complete if the organization answered "Yes," on Form 990,
Part IV, line 6, 7, 8, 9, 10, 11a, 11b, 11c, 11d, 11e, 11f, 12a, or 12b.
right arrow

Attach to Form 990.
right arrow

Go to www.irs.gov/Form990 for instructions and the latest information.

OMB No. 1545-0047

Open to Public Inspection

Name of the organization

THE ADVERTISING COUNCIL INC

Employer identification number

13-0417693

Part I

Organizations Maintaining Donor Advised Funds or Other Similar Funds or Accounts. Complete if the organization answered "Yes" on Form 990, Part IV, line 6.

		(a) Donor advised funds	(b) Funds and other accounts
1	Total number at end of year .........
2	Aggregate value of contributions to (during year)
3	Aggregate value of grants from (during year)
4	Aggregate value at end of year ........

Did the organization inform all donors and donor advisors in writing that the assets held in donor advised funds are the organization’s property, subject to the organization’s exclusive legal control? ............

Yes No

Did the organization inform all grantees, donors, and donor advisors in writing that grant funds can be used only for charitable purposes and not for the benefit of the donor or donor advisor, or for any other purpose conferring impermissible private benefit? ...................................

Yes No

Part II

Conservation Easements.
Complete if the organization answered "Yes" on Form 990, Part IV, line 7.

Purpose(s) of conservation easements held by the organization (check all that apply).

Preservation of land for public use (e.g., recreation or education) Preservation of an historically important land area

Protection of natural habitat Preservation of a certified historic structure

Preservation of open space

Complete lines 2a through 2d if the organization held a qualified conservation contribution in the form of a conservation easement on the last day of the tax year.


a	Total number of conservation easements ......................	2a
b	Total acreage restricted by conservation easements ....................	2b
c	Number of conservation easements on a certified historic structure included in (a) .....	2c
d	Number of conservation easements included in (c) acquired after July 25, 2006, and not on a historic structure listed in the National Register ...	2d

Number of conservation easements modified, transferred, released, extinguished, or terminated by the organization during the
tax year right arrow

Number of states where property subject to conservation easement is located right arrow

Does the organization have a written policy regarding the periodic monitoring, inspection, handling of violations, and enforcement of the conservation easements it holds? ............

Yes No

Staff and volunteer hours devoted to monitoring, inspecting, handling of violations, and enforcing conservation easements during the year
right arrow

Amount of expenses incurred in monitoring, inspecting, handling of violations, and enforcing conservation easements during the year
right arrow

Does each conservation easement reported on line 2(d) above satisfy the requirements of section 170(h)(4)(B)(i) and section 170(h)(4)(B)(ii)? .............................

Yes No

In Part XIII, describe how the organization reports conservation easements in its revenue and expense statement, and
balance sheet, and include, if applicable, the text of the footnote to the organization’s financial statements that describes
the organization’s accounting for conservation easements.

Part III

Organizations Maintaining Collections of Art, Historical Treasures, or Other Similar Assets.
Complete if the organization answered "Yes" on Form 990, Part IV, line 8.

If the organization elected, as permitted under FASB ASC 958, not to report in its revenue statement and balance sheet works of art, historical treasures, or other similar assets held for public exhibition, education, or research in furtherance of public service, provide, in Part XIII, the text of the footnote to its financial statements that describes these items.

If the organization elected, as permitted under FASB ASC 958, to report in its revenue statement and balance sheet works of art, historical treasures, or other similar assets held for public exhibition, education, or research in furtherance of public service, provide the following amounts relating to these items:

(i)

Revenue included on Form 990, Part VIII, line 1 ......................... right arrow

(ii)

Assets included in Form 990, Part X ............................... right arrow

If the organization received or held works of art, historical treasures, or other similar assets for financial gain, provide the
following amounts required to be reported under FASB ASC 958 relating to these items:

Revenue included on Form 990, Part VIII, line 1 .......................... right arrow

Assets included in Form 990, Part X ............................... right arrow

For Paperwork Reduction Act Notice, see the Instructions for Form 990.

Cat. No. 52283D

Schedule D (Form 990) (Rev. 1-2025)

Page 2

Part III

Organizations Maintaining Collections of Art, Historical Treasures, or Other Similar Assets (continued)

Using the organization’s acquisition, accession, and other records, check any of the following that are a significant use of its collection items (check all that apply):

Public exhibition

Loan or exchange programs

Scholarly research

Other

Preservation for future generations

Provide a description of the organization’s collections and explain how they further the organization’s exempt purpose in
Part XIII.

During the year, did the organization solicit or receive donations of art, historical treasures or other similar
assets to be sold to raise funds rather than to be maintained as part of the organization’s collection?...

Yes No

Part IV

Escrow and Custodial Arrangements. Complete if the organization answered "Yes" on Form 990, Part IV, line 9, or reported an amount on Form 990, Part X, line 21.

Is the organization an agent, trustee, custodian or other intermediary for contributions or other assets not
included on Form 990, Part X? ....................................

Yes No


b	If "Yes," explain the arrangement in Part XIII and complete the following table:		Amount
c	Beginning balance .............................	1c
d	Additions during the year ............................	1d
e	Distributions during the year ..........................	1e
f	Ending balance ................................	1f

Did the organization include an amount on Form 990, Part X, line 21, for escrow or custodial account liability? ...

Yes No

If "Yes," explain the arrangement in Part XIII. Check here if the explanation has been provided in Part XIII ....

Part V

Endowment Funds.
Complete if the organization answered "Yes" on Form 990, Part IV, line 10.

		(a) Current year	(b) Prior year	(c) Two years back	(d) Three years back	(e) Four years back

1a	Beginning of year balance ....
b	Contributions ...
c	Net investment earnings, gains, and losses
d	Grants or scholarships ...
e	Other expenditures for facilities and programs ...
f	Administrative expenses ....
g	End of year balance ......

Provide the estimated percentage of the current year end balance (line 1g, column (a)) held as:

Board designated or quasi-endowment right arrow

Permanent endowment right arrow

Term endowment right arrow

The percentages on lines 2a, 2b, and 2c should equal 100%.

Are there endowment funds not in the possession of the organization that are held and administered for the
organization by:

Yes

(i) Unrelated organizations .................

3a(i)

(ii) Related organizations .................

3a(ii)

If "Yes" on 3a(ii), are the related organizations listed as required on Schedule R? .........

Describe in Part XIII the intended uses of the organization's endowment funds.

Part VI

Land, Buildings, and Equipment.
Complete if the organization answered "Yes" on Form 990, Part IV, line 11a. See Form 990, Part X, line 10.

Description of property		(a) Cost or other basis (investment)	(b) Cost or other basis (other)	(c) Accumulated depreciation	(d) Book value

1a	Land .....
b	Buildings ....
c	Leasehold improvements	6,386,172	4,652,279	1,733,893
d	Equipment ....	5,900,703	5,542,138	358,565
e	Other .....	1,398,220	1,378,473	19,747
Total. Add lines 1a through 1e. (Column (d) must equal Form 990, Part X, column (B), line 10(c).)..				2,112,205

Schedule D (Form 990) (Rev. 1-2025)

Page 3

Part VII

Investments - Other Securities.
Complete if the organization answered "Yes" on Form 990, Part IV, line 11b. See Form 990, Part X, line 12.

(a) Description of security or category (including name of security)	(b) Book value	(c) Method of valuation: Cost or end-of-year market value
(1) Financial derivatives.........
(2) Closely-held equity interests........
(3)Other
(A)
(B)
(C)
(D)
(E)
(F)
(G)
(H)
Total. (Column (b) must equal Form 990, Part X, col. (B) line 12.)

Part VIII

Investments - Program Related. Complete if the organization answered 'Yes' on Form 990, Part IV, line 11c. See Form 990, Part X, line 13.

(a) Description of investment	(b) Book value	(c) Method of valuation: Cost or end-of-year market value

(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)
(9)
Total. (Column (b) must equal Form 990, Part X, col.(B) line 13.)

Part IX

Other Assets.
Complete if the organization answered 'Yes' on Form 990, Part IV, line 11d. See Form 990, Part X, line 15.

(a) Description				(b) Book value

(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)
(9)
Total. (Column (b) must equal Form 990, Part X, col.(B) line 15.)...........

Part X

Other Liabilities.
Complete if the organization answered 'Yes' on Form 990, Part IV, line 11e or 11f. See Form 990, Part X, line 25.

1.(a) Description of liability	(b) Book value
(1) Federal income taxes
DEPOSITS FROM CAMPAIGN SPONSORS	418,750
ACCUMULATED POSTRETIREMENT BENEFIT OBLIGATION	142,122
RETIREMENT AND OTHER DEFERRED COMPENSATION	664,845
LEASE LIABILITIES	4,089,009





Total. (Column (b) must equal Form 990, Part X, col.(B) line 25.)	5,314,726
2. Liability for uncertain tax positions. In Part XIII, provide the text of the footnote to the organization's financial statements that reports the organization's liability for uncertain tax positions under FIN 48 (ASC 740). Check here if the text of the footnote has been provided in Part XIII

Schedule D (Form 990) (Rev. 1-2025)

Page 4

Part XI Reconciliation of Revenue per Audited Financial Statements With Revenue per Return. Complete if the organization answered 'Yes' on Form 990, Part IV, line 12a.
1	Total revenue, gains, and other support per audited financial statements .......			1	83,614,182
2	Amounts included on line 1 but not on Form 990, Part VIII, line 12:
a	Net unrealized gains (losses) on investments ....	2a	539,741
b	Donated services and use of facilities .........	2b	1,932,554
c	Recoveries of prior year grants ...........	2c
d	Other (Describe in Part XIII.) ...........	2d	1,709,455
e	Add lines 2a through 2d .....................			2e	4,181,750
3	Subtract line 2e from line 1..................			3	79,432,432
4	Amounts included on Form 990, Part VIII, line 12, but not on line 1:
a	Investment expenses not included on Form 990, Part VIII, line 7b .	4a
b	Other (Describe in Part XIII.) ...........	4b	377
c	Add lines 4a and 4b....................			4c	377
5	Total revenue. Add lines 3 and 4c. (This must equal Form 990, Part I, line 12.) ......			5	79,432,809

Part XII Reconciliation of Expenses per Audited Financial Statements With Expenses per Return. Complete if the organization answered 'Yes' on Form 990, Part IV, line 12a.
1	Total expenses and losses per audited financial statements ...........			1	73,481,274
2	Amounts included on line 1 but not on Form 990, Part IX, line 25:
a	Donated services and use of facilities .........	2a	1,932,554
b	Prior year adjustments ............	2b
c	Other losses ................	2c
d	Other (Describe in Part XIII.) ...........	2d	1,709,455
e	Add lines 2a through 2d....................			2e	3,642,009
3	Subtract line 2e from line 1...................			3	69,839,265
4	Amounts included on Form 990, Part IX, line 25, but not on line 1:
a	Investment expenses not included on Form 990, Part VIII, line 7b ..	4a
b	Other (Describe in Part XIII.) ...........	4b
c	Add lines 4a and 4b.....................			4c	0
5	Total expenses. Add lines 3 and 4c. (This must equal Form 990, Part I, line 18.) ......			5	69,839,265

Part XIII

Supplemental Information

Provide the descriptions required for Part II, lines 3, 5, and 9; Part III, lines 1a and 4; Part lV, lines 1b and 2b; Part V, line 4; Part X, line 2; Part XI, lines 2d and 4b; and Part XII, lines 2d and 4b. Also complete this part to provide any additional information.

Return Reference	Explanation
PART X, LINE 2:	THE COUNCIL IS EXEMPT FROM FEDERAL INCOME TAXES UNDER SECTION 501(C)(3) OF THE INTERNAL REVENUE CODE AND FROM STATE AND LOCAL TAXES UNDER COMPARABLE LAWS. ACCORDINGLY, NO INCOME TAX EXPENSE OR LIABILITY IS RECORDED IN THE FINANCIAL STATEMENTS.
PART XI, LINE 2D - OTHER ADJUSTMENTS:	SPECIAL EVENT EXPENSES REPORTED ON PART VIII, LINE 8B 1,709,455.
PART XI, LINE 4B - OTHER ADJUSTMENTS:	ACTUARIAL LOSS ON ACCUMULATED POST RETIREMENT OBLIGATION 377.
PART XII, LINE 2D - OTHER ADJUSTMENTS:	SPECIAL EVENT EXPENSES REPORTED ON PART VIII, LINE 8B 1,709,455.

Schedule D (Form 990) (Rev. 1-2025)

Additional Data

Software ID:
Software Version:

- TIN:

SCHEDULE G (Form 990)
(Rev. January 2025)

Department of the Treasury
Internal Revenue Service

Supplemental Information Regarding
Fundraising or Gaming Activities

Complete if the organization answered "Yes" on Form 990, Part IV, lines 17, 18, or 19, or if the organization entered more than $15,000 on Form 990-EZ, line 6a. right arrow

Attach to Form 990 or Form 990-EZ.
right arrow

Go to www.irs.gov/Form990 for instructions and the latest information.

OMB No. 1545-0047

Open to Public Inspection

Name of the organization
THE ADVERTISING COUNCIL INC

Employer identification number

13-0417693

Part I

Fundraising Activities.Complete if the organization answered "Yes" on Form 990, Part IV, line 17.

Form 990-EZ filers are not required to complete this part.

Indicate whether the organization raised funds through any of the following activities. Check all that apply.

a	Mail solicitations	e	Solicitation of non-government grants
b	Internet and email solicitations	f	Solicitation of government grants
c	Phone solicitations	g	Special fundraising events
d	In-person solicitations

Did the organization have a written or oral agreement with any individual (including officers, directors, trustees

or key employees listed in Form 990, Part VII) or entity in connection with professional fundraising services?

YesNo

If "Yes," list the 10 highest paid individuals or entities (fundraisers) pursuant to agreements under which the fundraiser is
to be compensated at least $5,000 by the organization.

(i) Name and address of individual or entity (fundraiser)	(iii) Did fundraiser have custody or control of contributions?
	Yes	No










Total . . . . . . . . . . . . . . . . . . . .

List all states in which the organization is registered or licensed to solicit contributions or has been notified it is exempt from registration or licensing.

For Paperwork Reduction Act Notice, see the Instructions for Form 990 or 990-EZ.

Cat. No. 50083H

Schedule G (Form 990) (Rev. 1-2025)

Page 2

Part II

Fundraising Events. Complete if the organization answered "Yes" on Form 990, Part IV, line 18, or reported more than $15,000 of fundraising event contributions and gross income on Form 990-EZ, lines 1 and 6b. List events with gross receipts greater than $5,000.

		(a) Event #1 ANNUAL DINNER (event type)	(b) Event #2 (event type)	(c) Other events (total number)	(d) Total events (add col. (a) through col. (c))
1	Gross receipts . . . . .	9,869,556			9,869,556
2	Less: Contributions . . . .	9,396,006			9,396,006
3	Gross income (line 1 minus line 2) . . . . . .	473,550			473,550

4	Cash prizes . . . . .
5	Noncash prizes . . . .
6	Rent/facility costs . . . .	348,740	348,740
7	Food and beverages . . .
8	Entertainment . . . .
9	Other direct expenses . . .	1,360,715	1,360,715
10	Direct expense summary. Add lines 4 through 9 in column (d) . . . . . . . . . .		1,709,455
11	Net income summary. Subtract line 10 from line 3, column (d). . . . . . . . . .		-1,235,905

Part III

Gaming. Complete if the organization answered "Yes" on Form 990, Part IV, line 19, or reported more than $15,000 on Form 990-EZ, line 6a.

		(a) Bingo	(b) Pull tabs/Instant bingo/progressive bingo	(c) Other gaming	(d) Total gaming (add col.(a) through col.(c))
1	Gross revenue . . . . .

2	Cash prizes . . . . .
3	Noncash prizes . . . .
4	Rent/facility costs . . . .
5	Other direct expenses . . .

Volunteer labor . . . .

	Yes %
	No

	Yes %
	No

	Yes %
	No

Direct expense summary. Add lines 2 through 5 in column (d) . . . . . . . . . . right arrow

Net gaming income summary. Subtract line 7 from line 1, column (d). . . . . . . . . right arrow

Enter the state(s) in which the organization conducts gaming activities:

Is the organization licensed to conduct gaming activities in each of these states? . . . . . . . .

YesNo

If "No," explain:

10a

Were any of the organization's gaming licenses revoked, suspended or terminated during the tax year? . . .

YesNo

If "Yes," explain:

Schedule G (Form 990) (Rev. 1-2025)

Page 3

Does the organization conduct gaming activities with nonmembers? . . . . . . . . . . .

YesNo

Is the organization a grantor, beneficiary or trustee of a trust or a member of a partnership or other entity

formed to administer charitable gaming? . . . . . . . . . . . . . . . . .

YesNo

Indicate the percentage of gaming activity conducted in:

The organization's facility . . . . . . . . . . . . . . . . . .

13a

An outside facility . . . . . . . . . . . . . . . . . . . .

13b

Enter the name and address of the person who prepares the organization's gaming/special events books and records:

Name

Address

15a

Does the organization have a contract with a third party from whom the organization receives gaming

revenue? . . . . . . . . . . . . . . . . . . . . . . . .

YesNo

If "Yes," enter the amount of gaming revenue received by the organization right arrow

$ and the

amount of gaming revenue retained by the third party right arrow

$ .

If "Yes," enter name and address of the third party:

Name

Address

Gaming manager information:

Name

Gaming manager compensation right arrow

Description of services provided right arrow

Director/officer Employee Independent contractor

Mandatory distributions:

Is the organization required under state law to make charitable distributions from the gaming proceeds to

retain the state gaming license? . . . . . . . . . . . . . . . . . . .

YesNo

Enter the amount of distributions required under state law distributed to other exempt organizations or spent

in the organization's own exempt activities during the tax year right arrow

Part IV

Supplemental Information. Provide the explanations required by Part I, line 2b, columns (iii) and (v); and Part III, lines 9, 9b, 10b, 15b, 15c, 16, and 17b, as applicable. Also provide any additional information. See instructions.

Return Reference	Explanation

Schedule G (Form 990) (Rev. 1-2025)

Additional Data

Software ID:
Software Version:

- TIN:

Schedule J
(Form 990)
(Rev. January 2025)

Department of the Treasury
Internal Revenue Service

Compensation Information

For certain Officers, Directors, Trustees, Key Employees, and Highest
Compensated Employees
medium right arrow graphic

Complete if the organization answered "Yes" on Form 990, Part IV, line 23.
medium right arrow graphic

Attach to Form 990.
medium right arrow graphic

Go to www.irs.gov/Form990 for instructions and the latest information.

OMB No. 1545-0047

Open to Public Inspection

Name of the organization

THE ADVERTISING COUNCIL INC

Employer identification number

13-0417693

Part I

Questions Regarding Compensation

Yes

Check the appropiate box(es) if the organization provided any of the following to or for a person listed on Form
990, Part VII, Section A, line 1a. Complete Part III to provide any relevant information regarding these items.

First-class or charter travel Housing allowance or residence for personal use

Travel for companions Payments for business use of personal residence

Tax idemnification and gross-up payments Health or social club dues or initiation fees

Discretionary spending account Personal services (e.g., maid, chauffeur, chef)

If any of the boxes on Line 1a are checked, did the organization follow a written policy regarding payment or reimbursement or provision of all of the expenses described above? If "No," complete Part III to explain .....

Yes

Did the organization require substantiation prior to reimbursing or allowing expenses incurred by all
directors, trustees, officers, including the CEO/Executive Director, regarding the items checked on Line 1a? ....

Yes

Indicate which, if any, of the following the filing organization used to establish the compensation of the
organization's CEO/Executive Director. Check all that apply. Do not check any boxes for methods
used by a related organization to establish compensation of the CEO/Executive Director, but explain in Part III.

Compensation committee Written employment contract

Independent compensation consultant Compensation survey or study

Form 990 of other organizations Approval by the board or compensation committee

During the year, did any person listed on Form 990, Part VII, Section A, line 1a, with respect to the filing organization or a related organization:

Receive a severance payment or change-of-control payment? .............

Yes

Participate in, or receive payment from, a supplemental nonqualified retirement plan? .........

Participate in, or receive payment from, an equity-based compensation arrangement? .........

If "Yes" to any of lines 4a-c, list the persons and provide the applicable amounts for each item in Part III.

Only 501(c)(3), 501(c)(4), and 501(c)(29) organizations must complete lines 5-9.

For persons listed on Form 990, Part VII, Section A, line 1a, did the organization pay or accrue any
compensation contingent on the revenues of:

The organization? ....................

Any related organization? .......................

If "Yes," on line 5a or 5b, describe in Part III.

For persons listed on Form 990, Part VII, Section A, line 1a, did the organization pay or accrue any
compensation contingent on the net earnings of:

The organization? ..................

Any related organization? ......................

If "Yes," on line 6a or 6b, describe in Part III.

For persons listed on Form 990, Part VII, Section A, line 1a, did the organization provide any nonfixed
payments not described in lines 5 and 6? If "Yes," describe in Part III ............

Yes

Were any amounts reported on Form 990, Part VII, paid or accured pursuant to a contract that was
subject to the initial contract exception described in Regulations section 53.4958-4(a)(3)? If "Yes," describe
in Part III ..........................

If "Yes" on line 8, did the organization also follow the rebuttable presumption procedure described in Regulations section 53.4958-6(c)? .........................

For Paperwork Reduction Act Notice, see the Instructions for Form 990.

Cat. No. 50053T

Schedule J (Form 990) (Rev. 1-2025)

Page 2

Part II

Officers, Directors, Trustees, Key Employees, and Highest Compensated Employees. Use duplicate copies if additional space is needed.

For each individual whose compensation must be reported on Schedule J, report compensation from the organization on row (i) and from related organizations, described in the
instructions, on row (ii). Do not list any individuals that are not listed on Form 990, Part VII.
Note. The sum of columns (B)(i)-(iii) for each listed individual must equal the total amount of Form 990, Part VII, Section A, line 1a, applicable column (D) and (E) amounts for that individual.

(A) Name and Title		(B) Breakdown of W-2, 1099-MISC compensation, and/or 1099-NEC			(C) Retirement and other deferred compensation	(D) Nontaxable benefits	(E) Total of columns (B)(i)-(D)	(F) Compensation in column (B) reported as deferred on prior Form 990
(A) Name and Title		(i) Base compensation	(ii) Bonus & incentive compensation	(iii) Other reportable compensation	(C) Retirement and other deferred compensation	(D) Nontaxable benefits	(E) Total of columns (B)(i)-(D)
1LISA E SHERMAN PRESIDENT AND CEO	(i) (ii)	736,720 ------------- 0	351,000 ------------- 0	292,143 ------------- 0	915,186 ------------- 0	56,714 ------------- 0	2,351,763 ------------- 0	601,414 ------------- 0
2PAULA VEALE CHIEF MARKETING & COMMUNICATION	(i) (ii)	356,619 ------------- 0	92,125 ------------- 0	83,363 ------------- 0	156,777 ------------- 0	48,067 ------------- 0	736,951 ------------- 0	160,854 ------------- 0
3KENNETH M KROLL CHIEF FINANCIAL & OPERATIONS OFFICER	(i) (ii)	379,851 ------------- 0	86,900 ------------- 0	38,740 ------------- 0	148,286 ------------- 0	14,975 ------------- 0	668,752 ------------- 0	94,025 ------------- 0
4MICHELLE HILLMAN CHIEF CAMPAIGN & PROGRAM OFFICER	(i) (ii)	316,461 ------------- 0	83,750 ------------- 0	11,971 ------------- 0	136,837 ------------- 0	38,103 ------------- 0	587,122 ------------- 0	87,526 ------------- 0
5DINUKSHINI JEROMINE PERERA CHIEF MEDIA OFFICER	(i) (ii)	335,806 ------------- 0	79,350 ------------- 0	4,677 ------------- 0	132,275 ------------- 0	33,382 ------------- 0	585,490 ------------- 0	80,606 ------------- 0
6HEIDI ARTHUR CHIEF CAMPAIGN & PROGRAM OFFICER	(i) (ii)	321,671 ------------- 0	83,750 ------------- 0	24,544 ------------- 0	136,869 ------------- 0	17,564 ------------- 0	584,398 ------------- 0	87,417 ------------- 0
7REGINA BRADLEY CHIEF PEOPLE OFFICER	(i) (ii)	307,361 ------------- 0	72,450 ------------- 0	6,202 ------------- 0	125,321 ------------- 0	32,712 ------------- 0	544,046 ------------- 0	74,836 ------------- 0
8CHARYSSE NUNEZ CHIEF INSIGHTS & ANALYTICS OFFICER	(i) (ii)	313,589 ------------- 0	74,880 ------------- 0	3,563 ------------- 0	122,027 ------------- 0	15,067 ------------- 0	529,126 ------------- 0	75,578 ------------- 0
9ELISE JAMES CHIEF CULTURE & COMMUNITY OFFICER	(i) (ii)	296,804 ------------- 0	67,540 ------------- 0	4,720 ------------- 0	111,661 ------------- 0	37,885 ------------- 0	518,610 ------------- 0	69,787 ------------- 0
10KATE EMANUEL CHIEF BUSINESS OPERATIONS & STRATEGY	(i) (ii)	270,795 ------------- 0	63,250 ------------- 0	17,380 ------------- 0	112,097 ------------- 0	34,168 ------------- 0	497,690 ------------- 0	64,443 ------------- 0
11CORRINA ANN GREENBERG CHIEF DEVELOPMENT OFFICER, THRU 12/31/24	(i) (ii)	247,130 ------------- 0	40,833 ------------- 0	110,903 ------------- 0	0 ------------- 0	10,752 ------------- 0	409,618 ------------- 0	0 ------------- 0
12DANIELLE LINET SVP CREATIVE STUDIO&MARKETING OPERATIONS	(i) (ii)	227,169 ------------- 0	46,100 ------------- 0	4,625 ------------- 0	65,431 ------------- 0	29,865 ------------- 0	373,190 ------------- 0	46,100 ------------- 0
13ANNE DEO SVP, ANALYTICS	(i) (ii)	204,965 ------------- 0	44,300 ------------- 0	1,118 ------------- 0	61,175 ------------- 0	56,276 ------------- 0	367,834 ------------- 0	44,300 ------------- 0
14LORNA LIGHTFOOT-WARE CHIEF LEGAL OFFICER	(i) (ii)	207,019 ------------- 0	40,000 ------------- 0	1,673 ------------- 0	83,306 ------------- 0	4,831 ------------- 0	336,829 ------------- 0	0 ------------- 0
15ANTHONY FOLENO SVP, STRATEGY & EVALUATION	(i) (ii)	220,442 ------------- 0	35,375 ------------- 0	1,074 ------------- 0	58,418 ------------- 0	16,327 ------------- 0	331,636 ------------- 0	35,375 ------------- 0
16ANTHONY CHARLES SIGNORELLI SVP, CORPORATE PARTNERSHIPS	(i) (ii)	213,115 ------------- 0	43,000 ------------- 0	954 ------------- 0	59,410 ------------- 0	14,415 ------------- 0	330,894 ------------- 0	43,000 ------------- 0
17KATHRYN ASHLEY MENSCHNER SVP, MEDIA STRATEGY & ENGAGEMENT	(i) (ii)	205,756 ------------- 0	45,825 ------------- 0	937 ------------- 0	57,716 ------------- 0	2,536 ------------- 0	312,770 ------------- 0	45,825 ------------- 0
18BARBARA LESHINSKY FORMER CHIEF REVENUE & DEVELOPMENT	(i) (ii)	0 ------------- 0	173,770 ------------- 0	222 ------------- 0	0 ------------- 0	0 ------------- 0	173,992 ------------- 0	173,770 ------------- 0

Schedule J (Form 990) (Rev. 1-2025)

Page 3

Part III

Supplemental Information

Provide the information, explanation, or descriptions required for Part I, lines 1a, 1b, 3, 4a, 4b, 4c, 5a, 5b, 6a, 6b, 7, and 8, and for Part II. Also complete this part for any additional information.

Return Reference	Explanation
PART I, LINE 1A	THE AD COUNCIL PROVIDED REIMBURSEMENT FOR BUSINESS OR FIRST CLASS TRAVEL TO THE CEO PER CONTRACT IF FLYING DISTANCE (4 HOURS) OR INTERNATIONAL. THE AD COUNCIL PROVIDED AN ANNUAL MEMBERSHIP TO A HEALTH CLUB FOR THE FOLLOWING EMPLOYEES: LISA E. SHERMAN, HEIDI ARTHUR, DINUKSHINI JEROMINE PERERA, MICHELLE HILLMAN, CORRINA ANN GREENBERG, CHARYSSE NUNEZ, REGINA BRADLEY, DANIELLE LINET, ANTHONY CHARLES SIGNORELLI, KATHRYN ASHLEY MENSCHNER, AND ANNE DEO.
PART I, LINE 4A	PURSUANT TO THE TERMS AND CONDITIONS OF CORRINA ANN GREENBERG'S SEPARATION AGREEMENT, THE ORGANIZATION MADE PAYMENTS IN THE AMOUNT OF $87,500 IN 2024. THE PAYMENTS WERE TREATED AS TAXABLE COMPENSATION TO THE RECIPIENT.
PART I, LINE 7	AMOUNTS INCLUDED IN COLUMN C REFLECT BONUSES EARNED IN THE FISCAL YEAR BUT PAID OUT TWO AND A HALF MONTHS AFTER THE TAX YEAR ENDED. THEREFORE, THE AMOUNTS HAVE BEEN INCLUDED IN DEFERRED COMPENSATION AS REQUIRED BY THE FORM INSTRUCTIONS.

Schedule J (Form 990) (Rev. 1-2025)

Additional Data

Software ID:
Software Version:

- TIN:

SCHEDULE O
(Form 990)
(Rev. January 2025)
Department of the Treasury
Internal Revenue Service

Supplemental Information to Form 990 or 990-EZ

Complete to provide information for responses to specific questions on
Form 990 or 990-EZ or to provide any additional information.
Attach to Form 990 or 990-EZ.
Go to www.irs.gov/Form990 for instructions and the latest information.

OMB No. 1545-0047

Open to Public
Inspection

Name of the organization

THE ADVERTISING COUNCIL INC

Employer identification number

13-0417693

Return Reference	Explanation
FORM 990, PART III, LINE 4A:	FUNDING PARTNERS SUPPORT CHARITABLE AND EDUCATIONAL CAMPAIGNS SUBJECT TO AD COUNCIL'S CONTENT REVIEW, FINANCIAL CONTROLS, AND EXEMPT-PURPOSE REQUIREMENTS. ANY GOVERNMENT-SUPPORTED WORK IS ADMINISTERED CONSISTENTLY WITH APPLICABLE GRANT, CONTRACT, AND CHARITABLE-USE REQUIREMENTS. IN FY25, THE AD COUNCIL SECURED $1 BILLION IN DONATED MEDIA SUPPORT ACROSS DIGITAL, TELEVISION, RADIO, PRINT AND OUTOFHOME PLATFORMS ON BEHALF OF OUR SPONSORS' CAMPAIGNS. THIS SUSTAINED LEVEL OF NATIONAL VISIBILITY ENSURES CRITICAL MESSAGES REACH BROAD AUDIENCES, MAXIMIZING AWARENESS AND ENGAGEMENT. DONATED MEDIA IS USED TO DISSEMINATE NONPARTISAN PUBLIC SERVICE MESSAGES FOR CHARITABLE AND EDUCATIONAL PURPOSES. THE AD COUNCIL'S CAMPAIGNS ARE DESIGNED TO INSPIRE ACTION AND ACCELERATE CHANGE. WE APPLY RIGOROUS RESEARCH, DATA DRIVEN STRATEGIES, AND ONGOING OPTIMIZATION TO INCREASE THE EFFECTIVENESS OF EVERY CAMPAIGN. THIS YEAR, WE EXPANDED OUR NETWORK OF CREATIVE, DIGITAL, MOBILE, TRUSTED MESSENGERS AND TECHNOLOGY PARTNERS TO DEEPEN AUDIENCE ENGAGEMENT AND STRENGTHEN OUR ABILITY TO PROVIDE INFORMATION INTENDED TO INCREASE PUBLIC AWARENESS, UNDERSTANDING, AND INFORMED DECISION-MAKING. THE AD COUNCIL'S NEARLY 30 ACTIVE CAMPAIGNS ADDRESS COMMUNITY AND OPPORTUNITY, EARLY DETECTION AND PREVENTIVE HEALTH, FIREARM INJURY PREVENTION, MENTAL HEALTH AND SAFETY. COLLECTIVELY, THE CONTRIBUTIONS OF OUR CREATIVE PARTNERS, MEDIA SUPPORTERS AND PHILANTHROPIC DONORS MAKE THESE EFFORTS POSSIBLEENSURING THAT LIFE CHANGING INFORMATION AND RESOURCES REACH MILLIONS OF PEOPLE EVERY YEAR. NOTABLE CAMPAIGN RESULTS IN FY25 INCLUDE: YOUTH FIREARM INJURY PREVENTION AMONG PARENTS AWARE OF THE WORK, 71 PERCENT REPORT HAVING HAD A CONVERSATION ABOUT THIS NONPARTISAN SAFETY EDUCATION COMMUNICATIONS PROGRAM FOCUSED ON REDUCING ACCIDENTAL YOUTH FIREARM INJURIES AND DEATHS. ADULT MENTAL HEALTH SEVENTYSIX PERCENT OF ADULTS WHO ARE AWARE OF OUR CAMPAIGN REPORT THAT TAKING CARE OF THEIR MENTAL HEALTH IS A TOP PRIORITY. SKILLS-FIRST HIRING HIRING PRACTICES ARE INCREASINGLY SHIFTING TOWARD SKILLS-FIRST VERSUS DEGREE-FIRST HIRING. YOUTH VAPING PREVENTION PARENTS WHO HAVE SEEN OUR CAMPAIGN WORK ARE 10% MORE LIKELY TO PRIORITIZE TALKING TO THEIR CHILD ABOUT THE DANGERS OF VAPING. WILDLIFE PREVENTION SMOKEY BEAR IS THE FACE OF THE LONGEST RUNNING PSA CAMPAIGN IN AMERICAN HISTORY.
FORM 990, PART VI, SECTION B, LINE 11B	I) A COPY WAS PROVIDED TO THE AUDIT COMMITTEE OF THE BOARD OF DIRECTORS; II) THE 990 WAS PROVIDED ELECTRONICALLY; III) THE AD COUNCIL PROVIDES SCHEDULES TO AN OUTSIDE ACCOUNTING FIRM WHO PREPARES ITS FORM 990. THE FIRM HAS AN ESTABLISHED REVIEW PROCESS TO ENSURE THE INFORMATION PROVIDED IS COMPREHENSIVE AND TRUTHFUL: THROUGHOUT THE YEAR, THE AUDIT COMMITTEE HAS OPPORTUNITIES TO DISCUSS AND COMMENT ON THE FORM 990 DURING THEIR REGULARLY SCHEDULED MEETINGS. PRIOR TO FILING THE FINAL DRAFT (ELECTRONIC VERSION) OF THE FORM 990 IT IS PROVIDED TO THE AUDIT COMMITTEE.
FORM 990, PART VI, SECTION B, LINE 12C	ALL BOARD MEMBERS, EMPLOYEES AND VOLUNTEERS RECEIVE THE CODE OF CONDUCT AND CONFLICT OF INTEREST POLICY AND ARE REQUIRED TO SIGN THE POLICY. SIGNED FORMS ARE MAINTAINED BOTH WITHIN THE DEVELOPMENT DEPARTMENT (FOR BOARD MEMBERS) AND WITHIN THE HR DEPARTMENT (FOR EMPLOYEES). AD COUNCIL REQUIRES THAT ANY MEMBER REPORT IN WRITING ANY CONFLICT OF INTEREST THAT ARISES IN THE FOLLOWING MANNER: 1) MEMBERS OF THE BOARD OF DIRECTORS SHALL DISCLOSE ANY CONFLICT OF INTEREST TO THE CHAIRMAN OF THE BOARD; 2) EMPLOYEES SHALL DISCLOSE ANY CONFLICT OF INTEREST TO THE CHIEF PEOPLE OFFICER; AND 3) VOLUNTEERS SHALL DISCLOSE ANY CONFLICT OF INTEREST TO THE AD COUNCIL'S CEO OR CFO. THE EXISTENCE OF A POTENTIAL CONFLICT OF INTEREST DOES NOT NECESSARILY CONSTITUTE A VIOLATION OF THE CONFLICT OF INTEREST POLICY. THE POLICY REQUIRES DISCLOSURE AND REVIEW OF POTENTIAL CONFLICTS AND PROHIBITION OF ACTUAL CONFLICTS OF INTEREST. IN SOME CASES, DISCLOSURE MAY BE ALL THAT IS REQUIRED. IN OTHER CASES, THE SITUATION MAY REQUIRE ADDITIONAL ACTION TO AVOID AN ACTUAL CONFLICT OF INTEREST OR TO REMEDY ONE. WHERE A CONFLICT OF INTEREST ARISES, AN INTERESTED COVERED PARTY SHALL ABSTAIN FROM DELIBERATIONS AND REFRAIN FROM PARTICIPATING IN ANY DECISIONS OR VOTING IN CONNECTION WITH THE MATTER. THE CODE OF CONDUCT AND CONFLICT OF INTEREST POLICY IS REVIEWED ANNUALLY.
FORM 990, PART VI, SECTION B, LINE 15	APPROXIMATELY EVERY FOUR YEARS, THE AD COUNCIL HIRES AN INDEPENDENT CONSULTING FIRM TO CONDUCT A COMPREHENSIVE COMPENSATION STUDY. THE STUDY IS CONDUCTED TO ASSESS THE EXTERNAL COMPETITIVENESS OF THE AD COUNCIL'S CURRENT TOTAL PAY, DEVELOP COMPARABLE MARKET BASE SALARY AND TOTAL PAY SUMMARY STATISTICS AND AUDIT, AND RECOMMEND CHANGES TO THE AD COUNCIL'S EMPLOYEE INCENTIVE PLAN. THE MOST RECENT COMPREHENSIVE STUDY WAS PERFORMED IN SEPTEMBER 2021 WHICH INCLUDED AN UPDATED COMPENSATION DESIGN AND SALARY STRUCTURE. THE INFORMATION GATHERED FROM THESE STUDIES IS USED TO HELP INFORM THE DECISION-MAKING PROCESS OF THE COMPENSATION COMMITTEE. THE COMPENSATION COMMITTEE IS COMPRISED OF THE CHAIRMAN OF THE BOARD, THE THREE VICE CHAIRS AND THE HEAD OF THE FINANCE COMMITTEE. THE COMMITTEE MEETS AT LEAST ANNUALLY TO REVIEW AND ESTABLISH THE TOTAL COMPENSATION PACKAGE (BASE SALARY AND INCENTIVE GOALS) FOR THE PRESIDENT AND CEO AND CHIEFS. THE COMMITTEE ALSO REVIEWS AND APPROVES THE TOTAL INCENTIVE PAYOUT FOR THE ENTIRE ORGANIZATION. THIS ENTIRE PROCESS IS CONTEMPORANEOUSLY DOCUMENTED IN MEETING MINUTES. FISCAL YEAR 2025 COMPENSATION REVIEW WAS PERFORMED IN OCTOBER 2024. OTHER KEY EMPLOYEES ARE ADDRESSED IN THE COMPENSATION STUDY AND THIS COMPARATIVE DATA IS USED AS A PART OF THE PROCESS WHERE THE CEO, CFO, HR, AND DEPARTMENT HEADS REVIEW AND APPROVE THE COMPENSATION PACKAGE FOR EACH EMPLOYEE ANNUALLY.
FORM 990, PART VI, SECTION C, LINE 19	GOVERNING DOCUMENTS (BY-LAWS) AND/OR CONFLICT OF INTEREST POLICY ARE AVAILABLE UPON REQUEST. THE FINANCIAL STATEMENTS CAN BE FOUND ON THE AD COUNCIL'S WEBSITE: WWW.ADCOUNCIL.ORG.
FORM 990, PART VI, LINE 2:	THE AD COUNCIL'S BUSINESS MODEL INCLUDES THE SERVICES OF A PRO BONO ADVERTISING AGENCY FOR EACH OF THE PUBLIC SERVICE ANNOUNCEMENT CAMPAIGNS ("CAMPAIGNS") THAT THE AD COUNCIL CREATES AND DISTRIBUTES FOR ITS GOVERNMENT AND NON-PROFIT CLIENTS. AMONGST THESE VOLUNTEER AD AGENCIES ARE SEVERAL AGENCIES THAT HAVE OFFICERS WHO ALSO SIT ON THE AD COUNCIL BOARD. THE PRO BONO ADVERTISING AGENCIES ARE APPROVED BY THE CLIENT PRIOR TO THEIR SELECTION. THESE AGENCIES DONATE THEIR LABOR TO THE CAMPAIGN, WITH THE EXCEPTION OF CERTAIN PRE-AUTHORIZED SPECIALIZED TASKS WHICH ARE OFFERED AT DISCOUNTED RATES. THE AD COUNCIL AND ITS CLIENTS PAY FOR PRE-APPROVED OUT-OF-POCKET COSTS INCURRED IN THE COURSE OF PERFORMANCE FOR THESE SPECIFIC CAMPAIGNS. THESE REIMBURSED COSTS INCLUDE PHYSICAL PRODUCTION, TRAVEL, THIRD PARTY RESEARCH, TELEPHONE, POSTAGE AND CERTAIN OTHER COSTS OF CREATING, PRODUCING, AND DISTRIBUTING THESE CAMPAIGNS. ADDITIONALLY, THE AD COUNCIL UTILIZES THE SERVICES OF SPECIALIZED VENDORS FOR THE CAMPAIGNS THAT OFTEN PROVIDE DISCOUNTED AND NON-PROFIT RATES TO THE AD COUNCIL. AMONGST THESE SPECIALIZED VENDORS ARE SEVERAL BUSINESSES THAT HAVE OFFICERS WHO ALSO SIT ON THE AD COUNCIL BOARD. THE AD COUNCIL ALSO HAS SEVERAL REGIONAL EMPLOYEES WHO WORK OUT OF DONATED OFFICE SPACE FROM COMPANIES THAT HAVE OFFICERS WHO SIT ON THE AD COUNCIL BOARD. THESE OFFICE COSTS ARE ACCOUNTED FOR AS IN-KIND USE OF FACILITIES.
FORM 990, PART XI, LINE 9:	ACTUARIAL CHANGE IN POST RETIREMENT OBLIGATIONS -377.
FORM 990, PART XII, LINE 2C:	THE AD COUNCIL HAS AN AUDIT COMMITTEE THAT ASSUMES RESPONSIBILITY FOR THE OVERSIGHT OF THE AUDIT OF THE FINANCIAL STATEMENTS AND FOR THE SELECTION OF THE INDEPENDENT AUDITORS. THIS PROCESS HAS NOT CHANGED FROM THE PRIOR YEAR.

For Paperwork Reduction Act Notice, see the Instructions for Form 990 or 990-EZ.

Cat. No. 51056K

Schedule O (Form 990) (Rev. 1-2025)

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