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Service King, Motel 6 Win WO SB Sound Awards
RADIO ONLINE | Monday, February 8, 2016 |
Westwood One has announced the winners of the third annual Westwood One Super Bowl Sound Awards, recognizing excellence in audio creativity and celebrating brand advertisers and radio creative. The company 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. Here is a link to hear the ad: http://thesoundawards.com/service-king/
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. Here is a link to hear the ad: http://thesoundawards.com/motel-6-3/
Service King also scored top marks in the Nielsen creative test, along with Motel 6's "Political Ad" (http://thesoundawards.com/motel-6/) and Wendy's "$4 for 4" (http://thesoundawards.com/wendys-2/).
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.
"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 Westwood One Senior VP/Sports Sales & Marketing Brandon Berman. "We congratulate Service King, Motel 6, and Wendy's for their audio excellence."
Berman added, "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."
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