What if billboards had ears? A California company is testing
freeway signs equipped with sensors that can tell which radio stations
are playing in up to 85 percent of passing cars. Alaris Media Network
says that from the radio programming--whether rock `n' roll,
sports, talk, or news--it can deduce information about the probable
income, sex, race, and buying habits of the drivers, and display ads
aimed at them. If a lot of rush-hour drivers are tuned to a radio
station known to have affluent or educated listeners, for instance, the
ads on the signs would be aimed at those demographics. The billboards
might switch ads every hour. The concept intrigues some advertisers. But
skeptics doubt the ads can be tailored to a specific group. "Them
are way too many people driving by to make that conclusion," one ad
exec says.
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