I will say 360 without a doubt first week. Down the line, I still think the 360 version will win out, but it will be close.
Here's my rationale. The 360 is essentially tied with PS3 in Europe (even though it is still ahead by a large margin, we can pretty much tell which way the wind is blowing). I anticipate a higher level of sales of the game on the PS3 there. However, I don't think the ratio will be higher than 1.5:1. The 360 owners aren't simply gonna ditch their system. They own it, so they might as well buy the biggest game coming out for it. It's not economically practical to switch systems, although multiplat owners I think will opt more toward the PS3. Obviously in Europe, there will be a bigger uptick in PS3 sales seeing as there are a number of regions where the 360 is simply not that viable anymore (the Japan syndrome).
However, NA will be an entirely different story. With about 11.5 million 360's to 4.5 million PS3's, as well as the 360 occupying a more dominant position among gamers here, sales will skew toward the 360, both for new purchasers and multiplat owners. Add to that the fact that the 360 overwhelms the PS3 in total install base, there is no way it can make up the difference. Considering the similarity in userbase (shooter-heavy action fans dominate on both systems), I think it's fair to say both will have similar attach rates. Assuming 1/4 owners get the game, that's a ratio of almost 2.5 to 1.
Japan will be non-issue. GTA games have put up respectable numbers there in the past, but that was on a dominant and established PS2 platform. PS3 has barely sold 2 million in Japan, and is putting up absolute ass numbers right now. It won't make a difference, this is simply not a game that will surge the system there.
While Europe will see higher sales on the PS3, the difference won't be that big. America has a far larger audience of 360 owners with a proven consumer whore mentality, and that will be the deciding factor. I think even in the long term, it will be hard for the PS3 version to overcome the deficit. And there is the possibility that the release of the DLC (especially if timed with a price drop), if it's really all that and advertised, could boost GTA4 even further later into its life.