DC Studios to Spotlight "Supergirl" During Puppy Bowl, Forgoing Super Bowl Advertising

DC Studios to Spotlight "Supergirl" During Puppy Bowl, Forgoing Super Bowl Advertising

Posted on February 02, 2026 by Neil Cole

DC Studios has unveiled a targeted promotional strategy for its upcoming feature film "Supergirl", opting to debut new marketing elements during Animal Planet's annual Puppy Bowl rather than investing in traditional Super Bowl advertising. The move marks the second consecutive year the studio has leveraged the Puppy Bowl as a high-profile launchpad for a major DC film.

The Puppy Bowl, which airs opposite the Super Bowl, has grown into a widely viewed pop-culture event known for its emphasis on family entertainment and pet adoption awareness. By aligning the Supergirl campaign with the broadcast, DC Studios continues to tap into a broad, cross-generational audience while utilizing the Warner Bros. Discovery media ecosystem, which includes Animal Planet.

The promotional appearance is expected to feature exclusive content tied to "Supergirl", with visual and thematic connections designed to resonate with longtime DC fans. The strategy builds on last year's Puppy Bowl tie-in for "Superman" (2025), which helped generate early awareness through character-driven marketing and lighthearted presentation.

DC Studios' decision to bypass the increasingly costly Super Bowl ad marketplace reflects a broader shift toward alternative, culturally relevant marketing opportunities that deliver high engagement without the premium price tag. The Puppy Bowl's consistent ratings performance and strong social media reach continue to make it an attractive platform for major film promotions.

"Supergirl" is scheduled for theatrical release on June 26, 2026. Additional marketing initiatives and promotional tie-ins will be announced in the months ahead.