It looks like Animal Planet is barking up the right tree after all. The 10th annual "Puppy Bowl," a 12-hour marathon consisting of a two-hour broadcast played six times in a row, dug up its best viewership numbers yet on Sunday.
The highly publicized canine competition got a total of 13.5 million viewers to tune in over the 12-hour stretch.
During the first airing, from 3 to 5 p.m., the show drew an audience of 3.3 million, 24 percent better than last year's comparable "Puppy Bowl" airing. It also beat everything else on cable.
As expected, the "Puppy Bowl" was big on social media, where cute animals are known to get some traction. The premiere generated 340,000 mentions on Twitter and 150,000 Instagram pictures from people using the #PuppyBowl hashtag.