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PPM Competitor in The Works?

PPM Competitor in The Works?

By the end of this month, about 100 cars in Atlanta will be carrying a device by IQStat that measures radio listening and travel habits. If all goes as planned, some 500 cars will be equipped with the device in Q1 2004, according to the Atlanta Business Chronicle. Patents are still pending on the device, about the size of a VHS tape which is placed under the dash or in the car trunk. Part of the device uses a global positioning system.
According to the Chronicle, the IQStat device is similar to Arbitron’s portable people meter in that it can measure radio listening quickly and verify travel habits and the effectiveness of outdoor ads. The company has raised roughly $3.2 million and hopes to increase that in the next year.