Westwood One asked listeners to vote on their favorite audio commercials airing in the Westwood One Super Bowl 50 broadcast. Consumers could listen and vote on the ads at www.thesoundawards.com. In addition, Westwood One commissioned a Nielsen study of 3,030 consumers who rated all 45 commercials on a series of key attributes.
And the winners are:
Listeners voted for Service King’s “Mission 2 Hire” ad as their favorite Super Bowl commercial. The ad promotes Service King’s Mission 2 Hire program, which is dedicated to hiring 500 veterans at Service King locations around the country. Click Here to listen.
Motel 6 was rated the most likeable ad in the Westwood One-commissioned Nielsen study. The brand’s “Designer Dogs” ad features long-time Motel 6 narrator Tom Bodett, who promotes Motel 6’s great rooms and low rates while poking fun at trendy dog breeds with silly names. The Motel 6 ad also received top consumer ratings for relevance, engagement, and memorability. Click Here.
Service King also scored top marks in the Nielsen creative test, along with Motel 6’s Political Ad and Wendy’s $4 for 4.
The Motel 6 creative tested much stronger than Nielsen norms for radio advertising creative. Motel 6’s winning ad scored an amazing 72% on likability versus the radio ad norm of 46%. On memorability, Motel 6 scored an impressive 78% versus the 59% radio advertising norm.
More and more advertisers are optimizing their media plans by strategically using sound to effectively identify their brands. Westwood One -- through its programming, experiential events, and digital assets — champions the power of sound by showcasing the best radio commercials within the biggest sporting event of the year — the Super Bowl.
“Audio builds brands and drives sales. Today we celebrate excellence in audio creative on the Golden Anniversary of the Super Bowl, Super Bowl 50,” said Brandon Berman, SVP, Sports Sales & Marketing for Westwood One. “We congratulate Service King, Motel 6, and Wendy’s for their audio excellence.”
Berman noted, “More than 28 million fans engage with Westwood One’s Super Bowl coverage via on-air, digital, and social platforms. We created the Super Bowl Sound Awards to encourage brands and their agencies to fashion memorable, breakthrough creative that resonates with listeners.”
Westwood One is the exclusive national radio partner of the NFL and aired national play-by-play coverage of Super Bowl 50 from Levi’s Stadium in Santa Clara, California, on Sunday, February 7, 2016.
How the Westwood One Super Bowl Sound Awards listener poll was conducted"
An array of online, on-air, and social media promotion encouraged listeners to vote for their favorite Super Bowl commercial (#soundawards). The voting took place from midnight on Wednesday, February 3, 2016, at www.thesoundawards.com, and ran through 12:00 pm on Monday, February 8, 2016.