There's a reason companies are willing to pay $4 MILLION for a 30-second Super Bowl ad.  It's the one time a year when we actually INTENTIONALLY watch commercials instead of DVR'ing past them.

And this should help EVERY company justify their decision to buy an ad.  A new survey by a market research company called Lab42 found that we now ADMIT we're more excited about the Super Bowl ads than the game itself.

39% said the commercials are their favorite part of the Super Bowl.  Only 28% went with the game.  The rest of the votes went to the food at their Super Bowl party, and the halftime show.

And I know what you're thinking, but it's not just women who prefer the ads.  Yeah, 44% of women say the ads are their favorite part of the Super Bowl, but so did 33.6% of men. 

 For those of you who just want to watch SuperBowl commercials without the actual football getting in the way, Hulu has a section of their site specifically devoted to watching and voting on your favorite SuperBowl commercials: http://www.hulu.com/adzone

(Adweek)