Puppy Bowl Now Mastiff-sized

With ratings soaring, Animal Planet can leverage its dog-tastic counterprogramming event with new advertisers

Apparently there’s a lot of money in dog videos.

In 2012, Animal Planet enjoyed a 17 percent uptick in its key demo ratings (adults 25-54) over the last year and, in fact, helped to offset declines at heavy-hitting sister networks Discovery and TLC in several categories. Now, the network is doubling down on one of its flagship shows, namely Puppy Bowl, which runs Super Bowl Sunday, starting at 3 p.m. The program is up 19 percent in ad revenue over last year’s marathon presentation of very small shelter dogs, according to Animal Planet vp of national ad sales Jeffrey Pellegrini.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in