All Bias aside but I would have to go with Madara. Madara had a drive throughout the entire story he's a villain but his intentions are pure, he desires peace but goes through great lengths to gain it. Madara also has a cool physical appearance and he actually lives up to his legend, though many things have been orchestrated by black zetsu, Madara still had his master plan set out and unlike most villains he accomplished his dream.
Obito is cool in his own way by becoming the first JJ with the most hax ability. However; Obito lacked a sense of self and semed to just be another Madara wannabe (until after he became a jj did he stop). His hate come from his lack of a solid focus, he had a "Someone died now everyone is going to suffer for it" which made him unlikable. Plus fans already had a pre-conceived notion of Obito ying a hero but for his image to be messed up to become the bad guy made him even more unlikable.
Madara takes this