Nearly 40% of American adults said watching the commercials was their favorite part of the Super Bowl -- more than the food, the halftime show and the game itself, according to a Lab42 survey. "It's very interesting that 64% of the respondents said half or more of their conversations with respect to the Super Bowl were about the commercials," says Lab42 CEO Gauri Sharma. Last year, a Harris Interactive poll found the opposite result, with respondents preferring the game. But a BIGInsight poll found that nearly 3 of 4 Super Bowl fans consider commercials to be a form of entertainment.

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