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The television broadcasting company accounted for more than 11,000 Buzzed Driving Prevention PSA detections during the annual industry initiative
NEW YORK, Oct. 9, 2025 /PRNewswire/ -- Gray Media has been named the recipient of the 2025 Catalyst Award for their support of the Ad Council's long-running Project Roadblock initiative. The seasonal effort, a partnership between the Ad Council, the Television Bureau of Advertising (TVB) and the National Highway Traffic Safety Administration (NHTSA) encourages TV stations to donate airspace to Buzzed Driving Prevention public service advertisements (PSAs) during the holiday season.
Presented annually by the Ad Council, the Catalyst Award recognizes communications companies that make a significant impact through donated media efforts. In 2024, Gray Media significantly increased their support for Project Roadblock and ranked as the campaign's top contributor in terms of detections, accounting for 17% of all PSA airings nationwide for the initiative.
Overall, the 2024 Project Roadblock delivered more than 65.9 thousand detections of donated local broadcast TV airtime, generating an estimated $6.5 million in media value – a year-over-year increase of 9% in detections and 68% in value. The effort reached 208 of 210 Designated Market Areas (DMAs) nationwide, covering 99.96% of all US households and reinforcing the power of local TV to reach audiences with life-saving messages.
The Catalyst Award was presented at the TVB Executive Summit which convenes senior leaders from across the local broadcast, advertising and marketing sectors.
"Gray Media's ongoing participation and support of Project Roadblock reflects their strong commitment to social responsibility and public safety," said DJ Perera, chief media officer at the Ad Council. "We're proud to recognize Gray's leadership in raising awareness about the dangers of alcohol-impaired driving by honoring them with this year's Catalyst Award."
"Gray Media's extraordinary commitment to Project Roadblock shows us the continued power of local broadcast television to create meaningful change in our communities." said Steve Lanzano, President and CEO of TVB. "Their leadership and generosity helped deliver a record number of buzzed driving prevention messages during a critical time of year and we applaud Gray Media for their outstanding contributions in sharing this essential message."
"We are honored to receive the Catalyst Award and to be recognized for our dedication to such a vital cause," said Becky Meyer, Senior Vice President, National Sales at Gray Media, who will be accepting the award on behalf of the organization. "Project Roadblock is a critical initiative to our communities and we are proud to use our platform to deliver messages that can save lives and help make our roads safer for everyone."
Since 2004, the Ad Council has partnered with TVB, NHTSA and local broadcast TV stations around the country to execute Project Roadblock. Now in its 22nd year, the annual effort reminds holiday travelers about the dangers of buzzed driving and encourages them to plan ahead for a safe ride.
For more information about Project Roadblock, visit tvb.org/ProjectRoadblock and follow the campaign online with the hashtag #ProjectRoadblock.
About the Ad Council
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country's most iconic social impact campaigns – Smokey Bear, Friends Don't Let Friends Drive Drunk, Tear the Paper Ceiling and many more. To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagramand LinkedIn, and view campaign creative on YouTube.
About TVB
TVB is the not-for-profit trade association representing America's local broadcast television industry, including linear and digital platforms. Its members include the U.S. television stations, television broadcast groups, advertising sales reps, syndicators, international broadcasters and associate members. TVB actively promotes local media marketing solutions to the advertising community and works to develop advertising dollars for the medium's multiple platforms, including on-air, online and mobile. TVB provides a diverse variety of tools and resources, including its website, to support its members and to help advertisers make the best use of local ad dollars.
About Gray Media
About Gray Media: Gray Media, Inc. (NYSE: GTN) is a multimedia company headquartered in Atlanta, Georgia. The company is the nation's largest owner of top-rated local television stations and digital assets serving 113 television markets that collectively reach approximately 37 percent of US television households. The portfolio includes 78 markets with the top-rated television station and 99 markets with the first and/or second highest rated television station during 2024, as well as the largest Telemundo Affiliate group with 44 markets. The company also owns Gray Digital Media, a full-service digital agency offering national and local clients digital marketing strategies with the most advanced digital products and services. Gray's additional media properties include video production companies Raycom Sports, Tupelo Media Group, and PowerNation Studios, and studio production facilities Assembly Atlanta and Third Rail Studios. For more information, please visit www.graymedia.com.
SOURCE The Ad Council
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