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LISTEN: Westwood One Ranks Best Super Bowl LII Commercials

Sports Sound Awards recognize Motel 6 and Geico for “sonic branding”

The results are in for Westwood One’s fifth annual Sports Sound Awards.

Motel 6 again produced the “most engaging audio commercial” with “Slam Poetry” and received the Listeners Choice Award, which is its third win in five years, according to the announcement. In 2017, the motel chain also took top honors in the contest — and came in second place.

However, this year Geico came out as the industry favorite. “A panel of industry experts” chose the insurance company’s “Beatboxing” as the recipient of the Media Choice Award.

“Their clever use of sound through slam poetry and beatboxing resonated emotionally and elevated their audio creative to make a connection with consumers,” Cumulus EVP of Corporate Marketing and Westwood One President Suzanne Grimes said in the announcement.

The awards are described as a “contest that celebrates creative excellence and highlights the power of sonic branding.” Voters ranked the nearly 50 audio commercials that aired during Westwood One’s Super Bowl LII broadcast on Feb. 4. Listeners were able to weigh in online at from Jan. 31 through Feb. 5.

According to the release, approximately 25.5 million Americans tuned in to Westwood One’s Super Bowl coverage on AM/FM radio, SiriusXM and digital platforms.