You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Puppy Bowl X Adds Penguin Cheerleaders, More Sponsors and a VIP Lounge for Cats Super Bowl Alternative Now Has Counter-Programming of Its Own By Jeanine Poggi, Published on January 17, 2014 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.