Highlights

  • Gray Media provides 17% of all Buzzed Driving Prevention PSA airings nationwide.
  • Project Roadblock reached 208 of 210 DMAs, covering 99.96% of U.S. households.
  • Donated broadcast time delivered an estimated USD 6.5M in media value, up 68% year-over-year.

Gray Media (NYSE:GTN) has been acknowledged with the 2025 Catalyst Award for its involvement in the Ad Council’s Project Roadblock program. This yearly initiative, conducted alongside the Ad Council, TVB, and NHTSA, encourages local TV stations to air Buzzed Driving Prevention PSAs during the holiday season. In 2024, Gray Media recorded more than 11,000 PSA detections, representing 17% of all airings nationwide, making it the top contributor in terms of campaign visibility.

Project Roadblock Impact

The 2024 effort generated more than 65,900 detections of donated local broadcast airtime, translating into an estimated USD 6.5M in media value. Compared with the previous year, detections increased by 9%, while media value grew by 68%. The campaign reached 208 of 210 Designated Market Areas (DMAs), covering nearly all U.S. households (99.96%), demonstrating the extensive reach of local television in promoting public safety messages.

Management Statements

DJ Perera, Chief Media Officer at the Ad Council, stated, "Gray Media's ongoing participation and support of Project Roadblock reflects their commitment to social responsibility and public safety. 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."

Steve Lanzano, President and CEO of TVB, said, "Gray Media's exceptional support of Project Roadblock demonstrates the impact local broadcast television can have in communities. Their contribution helped deliver a record number of buzzed driving prevention messages during a key holiday period."

Becky Meyer, Senior Vice President of National Sales at Gray Media, who accepted the award, added, "We are honored to receive the Catalyst Award and to be recognized for our dedication to this important cause. Project Roadblock plays a vital role in our communities, and we are proud to use our platform to share messages that can save lives and improve road safety."

About Project Roadblock

Since 2004, the Ad Council, TVB, NHTSA, and local broadcast stations have worked together annually on Project Roadblock to remind holiday travelers about the risks of buzzed driving and encourage safe travel planning. Now in its 22nd year, the campaign highlights the effectiveness of local TV in reaching U.S. audiences with life-saving messages.

About Gray Media

Gray Media, Inc. (NYSE:GTN), based in Atlanta, Georgia, operates leading local television stations and digital media assets across 113 U.S. markets, reaching about 37% of television households.