Issues@Hand
AFA initiatives, Christian activism, news briefs
May 1994 – AFA efforts opposing the new soft-core porn NYPD Blue on ABC continue to be successful, costing ABC millions of dollars in potential advertising revenue.
“There is no way we can keep ABC from showing NYPD Blue if they are willing to pay the price,” said Donald E. Wildmon, president of AFA. “But what we can do, and are doing successfully, is make ABC pay a steep financial price for showing the program.” Based on the estimates of the cut-rate prices ABC has been charging for the program, and their inability to attract advertisers to the program, Wildmon estimates that ABC has lost at least $17,000,000 in potential advertising revenue.
In a front page lead article concerning AFA’s fight against NYPD Blue, Advertising Age –the bible of the advertising industry – said: “ABC executives said they are committed to the show, despite lackluster support from advertisers this season and that they expect demand to pick up during the upfront marketplace for the 1994-95 season.”
Wildmon said that ABC’s response shows how much they have been hurt financially. “Before the show first aired, ABC said that it was completely sold out at full price. After it became public that ABC had not sold all the time and had sold the time at a greatly reduced price, the network admitted that they were having trouble selling time on the program. ABC president Robert Iger said, “It is losing money.”
The April 5 episode, latest to air before press time, carried only five minutes of advertising, instead of the seven minutes normal for a one-hour program. This has been typical of the series each week. At that rate, ABC loses approximately $1,000,000 on each episode.
After failing to attract enough advertisers to make the program pay its way, the network then turned to their news programs to promote the program hoping the coverage would bring enough respectability to the program that advertisers would come on board. The network ran a 20-minute feature promoting the program on the news program Day One. They also used a segment on their Good Morning America to promote the program. Even TV Guide joined the efforts, praising the program with a cover photo and a five-page interview.
In their front page article, Advertising Age wrote: “Just two months away from surviving its first season, critically acclaimed NYPD Blue has been thrown into a pitched battle that will define network TV’s prime-time future.”
Other reports say that neither ABC nor either of the other networks has plans for programs with sexual nudity, violence and profanity similar to NYPD Blue. Some in positions of responsibility feel that AFA’s efforts against the sponsors have created that situation. Usually, if a network has a new program which draws good ratings, similar programs pop up on that network and other networks. That has not happened with NYPD Blue.
AFA ran a full page ad in the New York Times recently identifying the sponsors of NYPD Blue and plans to run the ad in several other papers. AFA is also working on a TV spot featuring the profanity on the program, along with the sponsors, which the ministry will run on ABC. “Since all the material in the spot will be taken from NYPD Blue, and since the companies identified in the ad have publicly helped sponsor NYPD Blue, we expect ABC to accept the ad. After all, the network has cried long and loud about censorship. “Surely they would not do the very thing they say they are against by censoring our ad,” Wildmon said.
AFA encourages individuals to call their local ABC affiliates and complain about the program, and contact local advertisers on the program and complain. Also call those ABC affiliates which do not carry the program and thank them.
Two leading sponsors of NYPD Blue are Lever Brothers and Warner Lambert. AFA urges readers to call the customer service department and complain: 1-800-598-1223 for Unilever and 1-800-223-0182 for Warner Lambert.
Other leading sponsors include Nike (1-800-344-6453), HIS jeans, and Playtex. HIS spokesperson Elaine Scott said HIS was “pleased that we are advertising on the show.” Similar comments came from Nike and Playtex.
Addresses:
Henry I. Siegel Co., Inc., Pres. Robert F. Luehrs, 1411 Broadway, New York, NY 10018, Phone 212-840-1770, FAX 212-869-5273. PRODUCTS: Chic jeans, H.I.S. clothing.
Nike, Inc., Chrm. Philip H. Knight, One Bowerman Dr., Beaverton, OR 97005, Phone 503-671-6453, FAX 503-671-6300, TOLL FREE: 1-800-344-6453. PRODUCTS: Nike shoes, clothes and sports equipment.
Playtex Family Products Corporation, Chrm. Joel E. Smilow, P. O. Box 10064, Stamford, CT 06904, Phone 203-356-8000. PRODUCTS: Jhir-mack products, Playtex tampons, Tek toothbrush (not Playtex garments).
Unilever United States Inc., Pres. Richard A. Goldstein, 390 Park Avenue, New York, NY 10022, Phone 212-888-1260, FAX 212-906-4411, TOLL FREE: 1-800-598-1223. PRODUCTS: Aim toothpaste, All detergent, Aqua Net hair spray, Caress soap, Close-Up toothpaste, Country Crock butter, Cutex nail polisher and remover, Dove detergent, Dove soap, Elizabeth Arden cosmetics, Faberge’ cosmetics, Good Humor ice cream bars, I Can’t Believe It’s Not Butter, Imperial margarine, Lever soap, Lipton tea and soups, Mrs. Butterworth’s syrup, Pepsodent toothbrushes, Pepsodent toothpaste, Pond’s Cream, Q-tips, Ragu’ Italian foods, Shedd’s Spreads, Shield soap, Signal mouthwash, Snuggle liquid fabric softener, Sunlight dishwashing detergent, Vaseline products, Wish-Bone salad dressing, Wisk detergent.
Warner-Lambert Company, Chrm. Melvin R. Goodes, 201 Tabor Road, Morris Plains, NJ 07950, Phone 201-540-2000, FAX 201-540-3761, TOLL FREE: 1-800-223-0182. PRODUCTS: Actifed cold tablets, Benadryl, Certs breath mints, Chiclets gum, Clorets breath fresheners, Dentyne chewing gum, Efferdent denture cleaner, Freshen-up gum, Halls cough drops, Listerine mouthwash, Neosporin ointment, Personal Touch lady razor, Rolaids antacid, Sudafed tablets, Trident chewing gum. 
