The Sound Off Podcast is a weekly podcast about podcasting, radio, broadcasting, voiceover, and the people shaping the modern audio industry.
Hosted by veteran broadcaster and voice artist Matt Cundill, The Sound Off Podcast takes listeners behind the scenes of audio with in-depth conversations featuring podcast creators, radio professionals, producers, programmers, voiceover talent, media executives, and industry innovators. Drawing on decades of experience in radio and podcasting, Matt brings context, credibility, and curiosity to every episode.
Each episode explores the craft, business, and culture of audio, covering topics such as podcast growth, audience development, monetization, advertising, sponsorship, dynamic ad insertion, analytics, distribution platforms, audio branding, and emerging trends in on-demand audio. From legacy radio to independent podcasts and branded content, the show examines how audio continues to evolve — creatively, technologically, and commercially.
The Sound Off Podcast is known for thoughtful, candid interviews that go beyond surface-level talking points. Guests include radio legends, podcast pioneers, seasoned producers, voiceover artists, and leaders working across podcast networks, media companies, and technology platforms. Conversations focus on real-world experience: what works, what doesn’t, and what creators and companies need to understand to succeed in today’s audio landscape.
Whether you work in podcasting, radio, voiceover, broadcasting, or digital media — or you’re simply fascinated by how audio storytelling works — The Sound Off Podcast delivers insider perspectives, practical insights, and honest discussions about the future of sound.
With a balance of industry expertise and accessible conversation, The Sound Off Podcast is designed for professionals, creators, and listeners who want a deeper understanding of how audio connects audiences, builds brands, and drives culture.
New episodes are released weekly.
Nearly six years after I released an episode called Death of the Diary, It's the dawn of a new era for Canadian radio with the release of Radio Local + by Numeris.
Derrick Gray, Chief Research and Operations Officer at Numeris, joins me to explain Radio Local+—the hybrid ratings system replacing the online radio diary in 22 Canadian markets. The system combines streaming information with online and telephone surveys to estimate total listening, including traditional over-the-air radio.
Derrick explains how Numeris turns device-level streaming activity into demographic audience estimates, filters bots and abnormally long sessions, and determines whether a listener belongs to the local market. We also discuss why testing revealed significantly more audience reach than expected—and what Numeris had to fix before launch.
Radio Local + will deliver four ratings releases annually using a 13-week rolling average, replacing the diary’s two annual releases and 48-week average. That should give programmers and advertisers a more current view of changing listener behaviour.
The Three Best Things We Talked About:
- How Radio Local+ combines streaming data with audience surveys to measure total radio listening
- Why the new system found more listeners than the diary—and what Numeris learned during testing
- How quarterly ratings and future impression-based metrics could change radio programming and advertising
Radio Local + is not the finished destination. It is the first stage of a larger Numeris audio strategy that could eventually include additional markets, national radio reach and audience metrics that are easier to compare with podcasts and other digital media.
NEW! The podcast is now available in on video on Apple Podcasts, iHeart, and Amazon Music in the USA. (And naturally YouTube)
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Also we added the Sound Off Podcast to the The Open Podcast Prefix Project (OP3) A free and open-source podcast prefix analytics service committed to open data and listener privacy. You can be a nosey parker by checking out our downloads here.
Thank you Megatrax for continuously supporting the show
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