Navigauge Expands Radio Research System Into Houston

Navigauge plans to expand its passive, in-car monitoring technology and media measurement system to Houston.
The company, which has been running its in-car research technology in Atlanta to date, says Houston is the first of five markets in the top 10 where it will roll out this year. It noted that several group owners have stations there, including 11 with Hispanic formats.
The firm will recruit 1,100 participants; results will be available starting in the third quarter of this year.
It positions itself as the “first to offer truly passive and objective panel-based radio measurement in a top 10 radio market.”
Its system involves a monitoring device that measures in-vehicle activity without requiring actions by the driver. The company says it has improved its monitoring system, which now uses General Packet Radio Service technology, a mobile telephony approach for sending and receiving data, in the Navigauge hardware. The company also added ports for future data streams and improved detection.