CBS may be airing Super Bowl XLI Sunday at 6 p.m. (EST), but Animal Planet is countering with puppies and kittens.
The Discovery Networks-owned service will air Puppy Bowl III Sunday from 3 p.m.-6 p.m. (EST/PST), along with the Bissell Kitty Half-Time Show during the big game’s intermission.
“Since it first aired in 2004, viewers of all ages connect with Puppy Bowl in a unique way and now look forward to making it part of their Super Bowl festivities every year, and we do our best to keep it fresh and entertaining,” Animal Planet Media Enterprises executive vice president and general manager Maureen Smith said in a prepared statement.
“This special is adorable and fun to watch, while it informs viewers about the importance of spaying and neutering their pets and the need for adoption of homeless pets,” she added. “During this year’s Puppy Bowl, we encourage viewers to go onto our new sister service, Petfinder.com, to look for a new furry family member.”