Animal Planet's "Puppy Bowl," which airs as counterprogramming on Super Bowl Sunday, is becoming even more like the big game, with a booming ad business and big-ticket sponsorships. The cable network has sold stadium-naming rights to GEICO, and ad sales for the two-hour show are up 19% compared with 2012. Other sponsors include Subaru, for the bowl's second-screen app, and Icebreakers.
Animal Planet signs GEICO, Subaru as "Puppy Bowl" sponsors
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