Hasta La Creative!

Almost a decade later, the doggie extravaganza’s 12-hour run is watched by an aggregate of more than 12 million people and Animal Planet has successfully sold nearly every inch of the field. In 2012, it sold the naming rights to the stadium to Geico. This year it is introducing a VIP suite, sponsored by Sheba cat food, where cats will hang out.

The telecast this year has nine sponsors, up from six in 2013, and ad revenue that’s up 30% from last year, said Jeff Pellegrini, VP-ad sales, Animal Planet. AT&T is the newest sponsor of the game, while Chase is expanding its presence. Subaru, Hershey, Geico, Bissell, Warner Bros., Walt Disney and Sheba owner Mars round out the list.

This will be Subaru’s fifth year as a sponsor of Puppy Bowl. For the automaker, the event has always been a natural fit, appealing to its customers’ passion for animals, said Alan Bethke, VP-marketing, Subaru. About 70% of Subaru owners have a pet, and a large percentage of those have a dog, according to Mr. Bethke.

Continue reading at AdAge.com