Gray Media Receives 2025 Catalyst Award for Project Roadblock Support

Gray Media Honored with the Catalyst Award 2025

On October 9, 2025, Gray Media was honored with the prestigious 2025 Catalyst Award, recognizing its exceptional support for the Ad Council's enduring Project Roadblock initiative. This award highlights Gray Media's influential role in advocating for public safety during the holiday season, a time known for increased travel and, unfortunately, higher instances of buzzed driving.

What is Project Roadblock?

Project Roadblock is a collaborative effort between the Ad Council, the Television Bureau of Advertising (TVB), and the National Highway Traffic Safety Administration (NHTSA). Initiated in 2004, this program encourages local television stations to allocate airtime for public service announcements (PSAs) focused on preventing buzzed driving. The campaign particularly aims to educate holiday travelers about the dangers associated with impaired driving and the importance of planning for a safe ride home.

In 2024, Gray Media dramatically ramped up its contributions to Project Roadblock. The company proudly accounted for over 11,000 detections of Buzzed Driving Prevention PSAs, marking a remarkable 17% of all PSA airings nationwide for this vital initiative. According to the latest data, the overall Project Roadblock campaign achieved more than 65,900 detections of donated local broadcast TV airtime, equating to an estimated media value of $6.5 million. This represented a 9% year-over-year increase in detections and an impressive 68% rise in value, reaching 99.96% of all U.S. households across 208 out of 210 Designated Market Areas (DMAs).

The Significance of the Catalyst Award

Presented each year by the Ad Council, the Catalyst Award acknowledges the significant contributions made by communications companies through donated media efforts. At the recent TVB Executive Summit, where industry leaders gathered, this award not only celebrated Gray Media’s achievements but also underscored the vital role that local broadcasters play in enhancing community safety and awareness.

DJ Perera, the Chief Media Officer at the Ad Council, highlighted Gray Media's sustained commitment to Project Roadblock, stating, "Their ongoing participation reflects a strong commitment to social responsibility and public safety. We're proud to celebrate Gray's leadership in raising awareness about the dangers of alcohol-impaired driving."

Steve Lanzano, the President and CEO of TVB, remarked on Gray Media’s impact, saying, "Their leadership and generosity ensured a record number of buzzed driving prevention messages were delivered during a crucial period, underscoring the power of local television to effect meaningful change in our communities.”

Gray Media's Commitment to Community Safety

Upon receiving the Catalyst Award, Becky Meyer, Senior Vice President of National Sales at Gray Media, expressed her pride in the award and highlighted the importance of Project Roadblock. "We are honored to receive the Catalyst Award and to be recognized for our dedication to such a vital cause. Project Roadblock helps save lives and makes our roads safer for everyone."

The continued partnership among the Ad Council, TVB, NHTSA, and local TV stations remains essential for executing Project Roadblock, which is now in its 22nd year. The initiative serves as a crucial reminder to holiday travelers regarding the perils of buzzed driving.

For more information about this impactful campaign, visit Project Roadblock and follow the campaign online using the hashtag #ProjectRoadblock.

About Gray Media

Gray Media, Inc. (NYSE: GTN), based in Atlanta, Georgia, is one of the largest multimedia companies in the United States, operating top-rated local television stations and digital assets that reach around 37% of U.S. households. The company is committed to incorporating social responsibility into its business practices, as showcased through their strong support for initiatives such as Project Roadblock. For more details, visit Gray Media.