Puppy Bowl

Animal Planet’s Puppy Bowl X set a new ratings record Sunday and fended off two new rival shows. A total of 13.5 million unique viewers tuned in to watch Animal Planet’s pups, kittens, penguins and more cuteness frolic across the show’s 12-hour marathon.

The 10th edition of the annual Super Bowl counter-programming special had 3.3 million viewers for its first telecast, up 24 percent from last year. Puppy Bowl ranked as the most-watched cable show on Sunday. The two-hour show also spiked Twitter, generating more than 340,000 tweets in its premiere telecast.

So how do these numbers stack up to newcomer rivals — Hallmark’s Kitten Bowl and Nat Geo’s Fish Bowl?

Kitten Bowl had 1 million viewers for its first-run three-hour airing — which is actually quite good when you compare it as a debut-year program to Puppy Bowl‘s 3.3 million for a veteran event.

But the surreal format-mocking Fish Bowl tanked — just 27,000 viewers for its four-hour premiere (glub-glub-glub!).