CBAA Webinars

WEBINAR: How to use the Station Community Engagement Survey report - 14 June

hfriedlander, 31st May 2017

The Station Community Engagement Survey is a do-it-yourself, affordable audience research program for community radio stations.

In this webinar, you’ll learn how to interpret and apply the results of your station’s SCES report to:
  • Use data about your listeners to plan your stations programs and initiatives.
  • Plan your strategy to grow your stations membership or volunteer base.
  • Present data to support your pitch to a potential sponsor.
  • Use data as a training tool to provide presenters with a picture of their program's audience.
  • Use research to support your ACMA licence renewal.
Who is this for?

People from stations that have completed the SCES and received their report, as well as those who may be interested in undertaking the survey in the future.

Presented by:

Matt Balogh, McNair Ingenuity Research

Matt has been conducting audience research for more than 30 years, including more than 8 years as Group Marketing Services Manager at New Ltd.  He was a founding partner of McNair Ingenuity Research in 2001.  Matt’s qualifications include a BA Hons, MA Hons and a Diploma ins Strategic Marketing.  Matt is an accredited QPMR and a Fellow of the Australian Market and Social Research Society.  He has lectured in research as post-graduate level for Sydney University, and delivered many guest lectures at other universities in Australia.  Matt has been engaged with the community radio sector since 2003.


Christian Geilen, McNair Ingenuity Research

Christian has been with McNair for more than 12 years.  Christian began his career in Germany and has a BA in Business Economics.  He recently completed a Master of Marketing and Social Research (MMSR) at the Sydney Business School.  Christian is a Full Member of the Australian Market and Social Research Society and is an accredited QPMR (Qualified Practicing Market Researcher).  Christian has been working in the Community Radio sector for more nearly ten years, and is very familiar with a large number of stations.


Holly Friedlander Liddicoat, CBAA's Marketing & Engagement Assistant.

Holly has been working and volunteering in independent and community music and arts media since 2010. Working at the CBAA as the Marketing & Engagement Assistant, she works with stations to help them access any resources, research and support they may need.

Hosted by the CBAA’s Senior Member Services Officer Emma Couch.


This webinar was held at 6.30pm AEST on Wednesday, 14 June 2017.

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*Past webinar - click through to view webinar recording*
This session will instruct participants on how to read the results of the most recent National Listener Survey and translate this data into information that can be used to accurately describe their listenership to their community, the regulatory body and prospective sponsors.


The National Listener Survey has been carried out by CBAA in partnership with McNair Ingenuity Research since 2004. The surveys provide invaluable feedback to the community broadcasting sector and local community stations about trends, listeners and the sector itself. This information is freely available to the community broadcasting sector via a series of Fact Sheets, and can be used as part of marketing & sponsorship proposals.


In 2004 the first, national, statistically robust, quantitative assessment of the Australian community broadcasting sector’s audience reach was undertaken. Conducted by McNair Ingenuity, this research provided a major breakthrough in the wider shift to a more audience-centred approach to managing the sector. The findings, significance and implications of this research are considered here. Following recent developments in critical cultural policy studies, this paper locates this renewed concern for community broadcasting audiences within a ‘larger cycle of decision-making’ (O’Regan, Balnaves and Sternberg 2002: 2). The particular influence of developments such as the emerging spectrum market and the imminent transition to digital transmission systems is discussed. These developments are important to understanding why community broadcasting resistance to market-based conceptions of audience is being overcome, and how audience-centredness might be used to facilitate the continuing development of this ‘third’ sector of Australian broadcasting.