In conjunction with our partner ad agencies and sponsoring organizations, we conduct qualitative and quantitative research to guide the strategic and creative development of our campaigns. Campaign impact is evaluated via media exposure, consumer response, web site analytics, and national pre- and post tracking surveys that measure awareness, attitudinal and behavioral shifts among the target audience.

Overview of Ad Council Research & Evaluation Procedures

The central focus of the Ad Council’s mission is to make a measurable difference in society. Program evaluation is a critical component of every Ad Council campaign. In order to assess a campaign’s impact, we conduct research that encompasses a dashboard of indicators. 

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Public Service Advertising that Changed a Nation

A report on the social impact of nine iconic Ad Council campaigns

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Impact Highlights

Results from four of our campaigns: GED Achievement, Autism Awareness, Food Safety Education, and Wildfire Prevention.

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