IAR: Start-Up Wires Cars for Ad Measurement

IQSTat introduced a new measurement and rating system that tracks in-car radio listenership and viewership of outdoor ads. Connected directly to the car radio, negating the necessity for Arbitron-like diaries, IQStat claims their methodology will provide more accurate radio ratings. A GPS system is also part of the device and can monitor travel patterns helpful in measuring billboard viewership.

Information collected includes whether the radio is on or off, whether tape, CD or radio is being used, the volume level, location of vehicle, which station the radio is tuned to, listener demographics and whether the vehicle is running or not. Combining this technology with the emerging use of billboard transponders will finally enable advertisers to get a much better picture of automotive media habits.