LONDON - Chrysalis Radio Sales has created a new consumer panel for its Heart, LBC and Galaxy brands to enable advertisers to measure the success of their campaigns using online questionnaires before and after activity.
The development of the panels is an extension of Chrysalis's CRM database, which holds one million listeners and aids the creation of direct marketing strategies for the radio-owner's different brands.
The project will endeavour to give brands greater accountability for money spent on radio. Chrysalis is currently signing up listeners to the three panels, called "the London Pulse" (LBC), "Your Heart" (Heart) and "the Panel" (Galaxy).
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