M1 might be a better deal when the XOM rebates are in effect (like right now), you get something like $10-12 back on a jug.
Have never noticed a Valvoline rebate, but that doesn't mean they don't exist.
My last purchase came down to M1 vs. Valvoline Full Synthetic 5W30, ended up with the latter somewhat out of curiosity (never used that brand before) and somewhat because they publish more complete specs than XOM online and most of them looked pretty good for that grade. Cost me a few bucks more in the end since I won't be getting a rebate, but I guess I also don't have to spend ten minutes online applying for it.
It got down to about 20F the night before and I had a slow crank on startup that was more typical of a temp well below zero with the other oils I have been using the past few years (mostly M1, Pennzoil Gold for the last fill). Maybe my almost new battery is getting weak, but it was fine last week in colder temps with the Pennzoil...guess maybe the ADBV is wonky in my new oil filter and it gave me a somewhat "dry" start. No big deal, but I made a mental note of it...wasn't planning on using the Valvoline for hardcore winter changes as it did not have especially impressive cold specs going by the Valvoline PDS.