49% of comScore respondents said that the game was their favorite part of the Super Bowl festivities, 26% actually preferred watching the ads. Males, in particular, were significantly more likely to prefer watching the game itself, while females preferred watching the ads. Females were also more likely than males to prefer spending time with friends and family and watching the halftime show.
| Activity | Total | Male | Female |
| Watch the game | 49% | 65% | 33% |
| Watch the ads | 26% | 16% | 35% |
| Spend time with friends/family | 18% | 15% | 20% |
| Watch the half time show | 6% | 3% | 9% |
| Source: comScore | |||