Service King and Motel 6 Win Westwood One Super Bowl Sound Awards for Creative Excellence in Radio Commercials
Results based on listener vote for most creative commercial and comprehensive commissioned Nielsen study of 45 radio commercials that aired in Westwood One’s Super Bowl 50 broadcast
NEW YORK, NY – February 8, 2016 – Westwood One announced today the winners of the third annual Westwood One Super Bowl Sound Awards, recognizing excellence in audio creativity and celebrating brand advertisers and radio creative.
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.
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.
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. Westwood One’s Super Bowl 50 broadcast was heard on more than 650 radio stations and simulcast on SiriusXM Radio, the TuneIn Radio App, NFL Game Pass, NFL Mobile from Verizon app, and on the American Forces Radio Network.
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.
How the Westwood One Super Bowl Sound Awards creative test was conducted
In the commissioned study, Nielsen conducted an 8-minute self-administered online survey January 29-31, 2016, among 3,030 U.S. residents 18 and older that were not employed in advertising. Selection was based on a statistical design of 150 sets of five ads to ensure an even frequency of exposure across a balanced combination of respondents.
Each participant rated five of the 45 ads (in total, each ad was heard at least 312 to 364 times). The winner was determined based on the percentage of respondents rating how they liked the ad on a 1 to 5 scale. Each respondent also ranked each ad relative to being memorable, engaging and relevant and if they were able to remember the brand or product/service for each ad.
About Westwood One
Westwood One, the national-facing arm of Cumulus Media, offers audio products to reach listeners whenever, wherever they are. Westwood One is a trusted connection between audio companies, advertisers, and audience — with 8,200 broadcast radio stations and media partners who reach 245 million weekly listeners. The company’s portfolio features premium content with iconic, nationally syndicated media, sports and entertainment brands including the NFL, the NCAA, the Masters, the Olympics, Westwood One Backstage, the GRAMMYs, the Country Music Awards, the Billboard Music Awards, and Miss America. For more information please visit www.westwoodone.com.
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