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Recent developments in audio watermarking techniques have gone some way towards promoting an industry-wide acceptance of digital audio watermarking as a process that will eventually be used in all audio (and video) production. The predominant focus of such watermarking research has been in the area of content protection, because the prevention of illegal copying is an area of concern for content owners. However, digital audio watermarking may also be used for other purposes, such as the added-value option of real-time content identification of music. While computer-based users of music enjoy the opportunity to identify unknown audio using online tools, identification of audio in an offline domestic or in-car scenario is not so easily achieved. This paper discusses with an area of digital audio watermarking that would facilitate real-time in-car identification of the artists, title and/or other meta-data relating to music being broadcast by radio.