If you can afford it, and by some miracle your missus would let you have a 55", then the LG G3 is the one to get. These have the heatsink panel and the micro-lenses, so they go brighter than the C3 with less risk of image retention. The rtings review site has been running accelerated wear tests on all the major OLED brands. LG comes out on top (best) because the anti-image retention tech kicks in the quickest. Shame they don't make it in anything smaller than 55"
Sony and Panasonic picture quality via their image processing tech is better, and they have better support for audio pass-through which is important for some such as gamers (multi-channel PCM via eARC), but Sony comes out lowest (worst) on image burn/retention. That's disappointing.
Samsung QD OLED (another micro-lens tech) would be a contender for me except for the stupidity that it won't support Dolby Vision as a matter of principle because they're pushing HDR10+. In truth, there's not a lot between 10+ and DV, but there's a lot more DV content around, and if the TV doesn't support it then you drop back to standard HDR10. The same is true of sets that don't support 10+. They drop to HDR10. However, since there's far less 10+ content around then this is a less frequent occurrence.
LG: HLG, HDR10, DV
Samsung: HLG, HDR10, HDR10+
Sony & Panasonic: the full house
Between the C3 and the Sony, I want to say Sony, but their oddly reluctant anti-retention tech nags in the back of my mind. The C3 is good now that LG has fixed the screen dimming issue with a firmware update. The wild card is the Panasonic TX-42MZ980 (was £1599 / now £1199). Since any TV is going to have a range of image qualities thrown at it, then image scaling and video processing has to be something you pay attention to. The HCX Pro AI image processor isn't just a gimmick. I have a version of it in my Pana 820 4K player. It does nice things with 1080p Blu-ray, but also helps old school DVD along, too, which is a bit of a bonus. Freeview and the catch-up Play content could use all the help it can get.