Ad Age went behind the scenes at the taping of Puppy Bowl X in October. The annual Super Bowl counter-programming, which has now inspired counter-programming of its own on other cable channels, will this year include penguin cheerleaders, more sponsors and a VIP lounge area for cats.
Special Report: Super Bowl
Video: Behind the Scenes at Puppy Bowl X
100 Crew Members and Volunteers, Plus Lots of Treats and Paper Towels
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