Annual Award Presented at TVB Executive
Summit
NEW
YORK, Nov. 21, 2024 /PRNewswire/
-- TelevisaUnivision has been named the recipient of the 2024
Catalyst Award for their exceptional support of the Ad Council's
social impact campaigns throughout the past year, particularly
their contribution to Project Roadblock, an annual Ad Council, TVB
and NHTSA partnership designed to reduce alcohol-impaired driving
deaths during the holiday season.
The Catalyst Award, presented annually by the Ad Council,
recognizes communications companies that have made a significant
social impact through their media initiatives. In 2023,
TelevisaUnivision's support of Project Roadblock, the annual local
broadcast TV campaign aimed at reducing drunk driving fatalities
over the holiday season, ranked #1 based on media value, showing a
32% increase in year-over-year support. The company was also ranked
among the top three supporters based on Project Roadblock campaign
detections.
Overall, 2023's Project Roadblock achieved 60,400 detections of
donated local broadcast airtime valued at an estimated $3.8 million. The campaign ran on more than 1,000
TV stations and reached 99.99% of all U.S. TV households.
The Catalyst Award was presented during The Television Bureau of
Advertising (TVB)'s live Executive Summit, part of its annual
Forward Conference, which brings together the senior leadership of
local television, including broadcasters, agencies and
advertisers.
"TelevisaUnivision's commitment to social responsibility,
demonstrated through their ongoing and exceptional support of the
Ad Council, particularly through their participation in Project
Roadblock, has helped save lives and raised awareness about the
dangers of alcohol-impaired driving," said DJ Perera, Chief Media
Officer at the Ad Council. "Their incredible reach and continued
support make them highly deserving of this year's Catalyst
Award."
"TelevisaUnivision has shown an unwavering commitment to
leveraging local broadcast TV's unique reach to support life-saving
initiatives," said Steve Lanzano,
CEO and president, TVB. "Their leadership in Project Roadblock
exemplifies the powerful impact local TV broadcasters can make, and
we are proud to recognize their continued dedication to community
safety and social responsibility with this year's Catalyst
Award."
"We are honored to receive this prestigious recognition from the
Ad Council and TVB," said Antonio
Roman, Executive Vice President of Local Media at
TelevisaUnivision. "As the leading Spanish-language media company
in the U.S., we are committed to using our platforms to drive
change and make a positive impact across our communities."
Since 2004, the Ad Council has worked in partnership with TVB
and local broadcast TV stations, and the National Highway Traffic
Safety Administration (NHTSA) to execute the annual Project
Roadblock PSA campaign and raise awareness of the dangers of
impaired driving during the holiday season. The initiative, now in
its 21st year, continues to be one of the Ad Council's
most successful campaigns and demonstrates the power of local
broadcast TV to promote road safety.
For more information about Project Roadblock, visit
tvb.org/projectroadblock and follow the campaign online using 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, A
Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the
Paper Ceiling and many more. With a current focus on mental health,
gun violence prevention, combating hate and bias, the overdose
crisis and other critical issues, the Ad Council's national
campaigns encompass advertising and media content, ground game and
community efforts, trusted messenger and influencer engagement,
employer programs and other innovative strategies.
To learn more or get involved, visit AdCouncil.org, join the Ad
Council's communities on Facebook, Instagram, LinkedIn and X, and
view campaign creative on YouTube.
About TelevisaUnivsion
TelevisaUnivision is the
world's leading Spanish-language media company. Powered by the
largest library of owned Spanish-language content and a prolific
production capability, TelevisaUnivision is the top producer of
original content in Spanish across news, sports and entertainment
verticals. This original content powers all of TelevisaUnivision's
platforms, which include market-leading broadcast networks
Univision, Las Estrellas, Canal 5
and UniMás, and a portfolio of 38 cable networks, which include
TUDN, Galavisión, Distrito Comedia and TL Novelas. The company also
operates the leading Mexican movie studio, Videocine, and owns and
operates the largest Spanish-language audio platform in the U.S.
across 35 terrestrial stations and the Uforia digital platform.
TelevisaUnivision is also the owner of ViX, the largest
Spanish-language streaming platform in the world. For more
information, please visit televisaunivision.com.
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.
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SOURCE The Ad Council
