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Super Bowl Ads More Popular Than Game Action

by Lenna Garibian  |  
February 1, 2013

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.

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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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