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TWO NBC AFFILIATES ACCEPT CONDOM AD;MOVE LETS ANSELL BYPASS NETWORKS

By Published on .

In what Ansell Personal Products says is the latest breakthrough for condom advertising on TV, two NBC affiliates agreed to carry a spot for the LifeStyles brand.

"We've gone to the networks several times over the years and they've turned us down flat," said Carol Carrozza, Ansell director of marketing. "We decided to go to the more-local affiliate level where station managers can say, `In my area, I feel it's the responsible approach.'*"

44 AFFILIATES APPROACHED

Ms. Carrozza said Ansell approached 44 affiliates in August and September and stations in Seattle and Chico, Calif., agreed to carry the 60-second spot; it began airing last week.

Negotiations continued at press time with an NBC affiliate in Houston and a CBS affiliate in San Diego.

The commercial, featuring a computer-animated talking skeleton regretting that he didn't wear a condom, was a contest-winning entry from a New Jersey truck driver. SSD&W, Montville, N.J., handled media buying.

`HARDLY A STIR'

"It's created hardly a stir among viewers," said Ralph Green, general manager at KCPM-TV, Chico.

The Big 3 TV networks don't carry paid condom advertising but will run public service announcements. In November 1991, Fox accepted a Trojan ad from Carter-Wallace, but the network takes spots only related to disease prevention. Cable's MTV: Music Television and Comedy Central have carried condom ads for years.

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