The Internet is becoming part of the Super Bowl viewing experience for many users. Three-quarters of US Internet users surveyed intended to go online yesterday, according to a comScore study conducted January 29th and 30th.

Of those who planned to go online, most said they would do so before the game (82%) or after the game (61%). Nearly three out of 10 said they would log on during the game itself (29%) or during halftime (28%).

Super Bowl advertisers likely saw increased traffic to their Web sites, since 16% of respondents said they planned to visit advertisers' sites yesterday. Another 13% gamsaid they intended to watch Super Bowl ads or video clips online.

“There seems to be a greater inclination to access advertisers’ content online, which highlights the increasing importance of a cross-media advertising strategy," said Andrew Lipsman, senior analyst at comScore.

More than a quarter of respondents said they enjoyed watching the ads more than the game. Males, were more likely to prefer watching the game, while females were more likely to prefer the ads. [eMarketer]