The membership base of The Advertising Research Foundation has become far broader, with Fidelity Investments, Prudential, Citibank and Capitol One among the newest members of this group whose mission is to help advertisers more effectively reach customers through new media. The National Football League and HBO also recently joined.

“The National Football League is very excited to become an ARF member,” said NFL Director, Marketing Peter O’Reilly. “As the NFL constantly looks to deepen our insight into the best and most innovative practices for engaging and communicating with our fans, we look forward to joining in the dialogue among the ARF’s diverse and deep membership.”

ARF President and CEO Bob Barocci added: “This diverse line-up of new members reinforces that research is critical to driving business decisions. Our ability to facilitate unbiased discussions on topics that reach across sectors and industries is something that most trade associations are unable to do. We are excited to welcome these companies to the dialogue.”

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