Gray Media Honored with 2025 Catalyst Award for Outstanding Support of the Ad Council's Project Roadblock

Core Points - Gray Media has been awarded the 2025 Catalyst Award for its significant contributions to the Ad Council's Project Roadblock initiative, which focuses on preventing buzzed driving during the holiday season [1][2] - In 2024, Gray Media was the top contributor to Project Roadblock, accounting for 17% of all PSA airings nationwide [2] - The 2024 Project Roadblock campaign achieved over 65.9 thousand detections of donated local broadcast TV airtime, generating an estimated media value of $6.5 million, reflecting a year-over-year increase of 9% in detections and 68% in value [3] Company Contributions - Gray Media's support for Project Roadblock demonstrates its commitment to social responsibility and public safety, as highlighted by the Ad Council and TVB executives [5] - The company has been actively involved in the initiative since its inception in 2004, which aims to raise awareness about the dangers of buzzed driving [5][10] - Gray Media operates the largest portfolio of top-rated local television stations in the U.S., reaching approximately 37% of U.S. television households [10] Industry Impact - The Project Roadblock initiative, a collaboration between the Ad Council, TVB, and NHTSA, emphasizes the effectiveness of local TV in disseminating life-saving messages [3][5] - The campaign reached 208 of 210 Designated Market Areas (DMAs) nationwide, covering 99.96% of all U.S. households, showcasing the extensive reach of local broadcast television [3] - The annual Catalyst Award recognizes the impact of media donations in promoting social causes, highlighting the role of communications companies in driving change [2][4]