This had me laughing. I've been watching the second season of Elementary, and in the episode entitled "Paint It Black" Sherlock says the following: "My father is a Lovecraftian horror who uses his money to bludgeon his way to ever-more-obscene profits."
I can't recall ever encountering a more mainstream reference to Lovecraft than this one. According to the credits, the episode was written by Robert Hewitt Wolfe. Well done, Mr. Wolfe!