How to Get Your Pet Brand Featured on TV During National Pet Week 2026
National Pet Week 2026 (May 4–10) it is one of the best opportunities of the year for pet brands to reach consumers when they are most emotionally engaged with their pets. Every May, millions of pet owners across the country celebrate the animals in their lives and the brands that show up in that moment with visibility, credibility, and a compelling story are the ones that win new customers.
But how do you actually get your pet brand in front of that audience? In 2026, the answer increasingly isn't traditional PR.
Why Earned Media Alone Won't Cut It for National Pet Week
Getting a pet product featured in an online news roundup used to be a reliable strategy for tentpole moments like National Pet Week. In 2026, that’s no longer true. Today, editorial coverage is largely driven by affiliate revenue, which means editors prioritize brands willing to pay for coverage. For emerging and mid-size pet brands, earned media around high-competition moments like National Pet Week is harder to secure than ever.
That's why more pet brands are turning to paid TV placement as a guaranteed, scalable alternative.
A TV segment that airs during National Pet Week delivers an audience that is already primed to celebrate their best friend.
For pet brands looking to build awareness, drive trial, and establish credibility, it’s a great time to be on TV!
What Is a Co-Op TV Segment and How Does It Work?
A co-op TV segment is a professionally produced, editorial-style television feature. A limited number of pet brands are each given equal airtime to showcase their products. Unlike a commercial, a co-op segment looks and feels like traditional TV coverage. It’s hosted by an on-air personality, integrated into a lifestyle program, and treated as editorial content by viewers.
At Paws PR TV, our National Pet Week co-op segment is hosted by Kelly Diedring Harris, a veteran on-air host with experience on QVC, HSN, and Animal Planet. The segment is produced by Paws PR founder and former NBC News producer Patricia Jones and syndicated to local TV markets across the United States. That means your brand appears on local news and lifestyle programming in dozens of cities simultaneously, reaching millions of engaged pet owners during the week they are focused on their four legged friends.
What Types of Pet Brands Are Good Fit for Paws PR TV?
The Paws PR TV National Pet Week TV segment is designed for brands including pet health and wellness, premium nutrition and treats, grooming and hygiene products, enrichment and play products, pet lifestyle accessories, and veterinary and supplement brands. Both emerging brands and established companies use co-op TV segments to reach new audiences and reinforce their presence with existing customers and drive sales.
How It Works
Every brand featured in a Paws PR TV segment receives a full-service experience that includes a pre-production strategy consultation with the Paws PR team, set design and styling, seamless product integration by our on-air host, syndication nationwide and a high-quality video of your segment to use across your own marketing channels.
The result is broadcast-quality content and guaranteed TV exposure - without the uncertainty of pitching for earned media.