In most cases both, thought obviously if one aspect is better than the other than it should take precedence. Although I have to admit, I've been known to really enjoy all-style-no-substance action outtings (in fact, that's a large part of my movie diet).
That's one of the main reasons I don't really care for Toku anymore; I'm a sucker for dudes in crazy outfits kicking the **** out of each other, but I realized that I honestly just don't give a damn about characters and plot in Toku because they're all so cardboard and just feel like filler (which they are). I tried watching Gekiranger again and I couldn't even make it through two episodes because I was board out of my mind until the fights came.