I have been involved in the last twp TV shootouts during the CE Weeks show in New York.
In both cases the LG OLED won with the best picture.
However..........
Room brightness is very important.
IF: The room is dark always and there will be no daylight viewing pick OLED (I like the Sony for the control capability).
IF: There will be Daylight or mixed viewing pick the LED (Personal preference is the "Z" series as it has the best blacks that I have seen on an LED display).

In any case this is where you to have an ISF calibration done, with this level of display it does make a difference.