Animal Planet and Pedigree Add VR and Branded Content to This Year’s Puppy Bowl

For its 13th year, the telecast has 10 sponsors

Animal Planet’s mantra heading into the Puppy Bowl—its annual telecast featuring puppies playing football, held a few hours before the Super Bowl—is always, if it ain’t broke, don’t fix it. “We stick with what really works for us: putting puppies that are available for adoption up onscreen and letting them do their thing. That’s been the secret sauce,” said Jason Goldberg, vp, client and brand partnerships, Discovery Communications.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.