American adults prefer Super Bowl commercials over any other part of the event, including the game itself: 38.8% of those surveyed cite commercials as their favorite part of the Super Bowl, whereas 28.8% cite the game itself, according to a survey from Lab42.
However, men and women have different views on the issue: 41% of men prefer the football game, while 44% of women prefer the commercials.
Below, additional findings from Lab42.
Among the adults surveyed, 1 in 10 (10.4%) cite food as their favorite part of the Super Bowl, 8% cite the halftime performance, and 5.4% say they like the whole shebang.
Not shown in the chart above are those who don't like anything about the Super Bowl (6.2%) and people who cite "other" favorite things (2%).
What's So Great About 'Em?
Most (71.6%) people say Super Bowl ads are funnier than standard commercials during the rest of the year, 57% say such ads are more creative, and 21% say they are more memorable.
Moreover, people can't stop talking about the ads: 53.8% say at least one-half of Super-Bowl related conversations on the day after the game are related to the commercials—and 10.4% say all such conversations are related to commercials.
Occasionally, Super Bowl spots take on a life of their own in the digital media world—both before and after the game:
- 69.0% of American adults have re-watched a Super Bowl commercial online.
- 33.4% have shared a Super Bowl commercial via social media.
- 20.4% have e-mailed a link to a Super Bowl commercial to other people.
Given such favorability toward Super Bowl ads, it's not surprising that fewer people take bathroom breaks during commercials (22%) than during the game itself (38%):
Fully 7 in 10 American adults (70.8%) plan to watch the Super Bowl on Sunday, Feb 3, 2013.
Most (65.8%) people say they'll watch the game at home, 28.0% at a friend or family member's house, and 2.8% in restaurant or bar.
About the data: Findings are based on a survey of 500 American adults, conducted in December 2012. Among the sample, 50% were women, 75% were under age 44 and younger, and 49% were married.