Gray Media has been honored with the 2025 Catalyst Award for its exceptional support of the Ad Council’s Project Roadblock, a seasonal campaign that encourages TV stations to donate airtime for buzzed driving prevention public service announcements (PSAs) during the holidays.
Now in its 22nd year, Project Roadblock is a partnership between the Ad Council, the Television Bureau of Advertising (TVB), and the National Highway Traffic Safety Administration (NHTSA). The initiative leverages local broadcast TV to deliver critical safety messages during the holiday season, reminding travelers to plan ahead and avoid alcohol-impaired driving.
Record-Breaking Impact
In 2024, Gray Media ranked as the top contributor to Project Roadblock, accounting for 17% of all PSA airings nationwide. Overall, the campaign delivered 65,900 detections of donated local broadcast airtime, generating an estimated $6.5 million in media value—a 9% increase in detections and a 68% jump in value compared with the previous year. The effort reached 208 of 210 Designated Market Areas (DMAs), covering 99.96% of U.S. households, demonstrating the enduring reach and influence of local television in public safety campaigns.
Industry Recognition
The Catalyst Award, presented annually by the Ad Council, recognizes communications companies that make significant impact through donated media. At the TVB Executive Summit, senior leaders celebrated Gray Media’s commitment to social responsibility and public safety.
“Gray Media’s ongoing participation and support of Project Roadblock reflects their strong commitment to social responsibility,” 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.”
Steve Lanzano, President and CEO of TVB, added, “Gray Media’s extraordinary commitment shows the continued power of local broadcast television to create meaningful change. Their leadership and generosity helped deliver a record number of buzzed driving prevention messages during a critical time of year.”
Gray Media Responds
Becky Meyer, Senior Vice President of National Sales at Gray Media, who accepted the award, commented, “We are honored to receive the Catalyst Award and be recognized for our dedication to such a vital cause. Project Roadblock is critical to our communities, and we are proud to use our platform to deliver messages that can save lives.”
Since 2004, Project Roadblock has served as a flagship example of how local TV can blend reach and social impact, reinforcing the medium’s unique ability to deliver life-saving messages during peak travel periods.
