“Cayman Marl Road has overtaken The Cayman Compass as the primary news source.”
(CMR) Cayman Marl Road has overtaken The Cayman Compass as the primary news source in the Cayman Islands, according to the 2024 Consumer Survey report from Tower Marketing. CMR successfully closed the gap for the lead spot from the previous year and then overtook The Compass.
A comparison of last year's figures shows that CMR was trailing the Compass by 19% as the leading source for news. At the time, the Compass garnered a majority of votes at 68% compared with CMR at 49%. In the space of one year, CMR closed the double-digit difference and surpassed the Compass by 8%.
According to the survey, 62% of respondents indicated that they turn to CMR for their local news first. The Compass dropped down to second position with 54%.
Other local media trends shifted, with Radio Cayman gaining traction over both Loop Cayman and Cayman News Service (CNS) to take the number three position.
The previous year, Loop and CNS were neck and neck, with Loop at 19% and CNS at 18% – Loop has now fallen to fourth place, and CNS went from fourth to fifth. Both remain tied at 11%, rounding out the top five.
Caymanian Times (CT) dropped from 17% in 2023 to 9% in 2024, with CIG news channels trailing them by two percent. CT is one of the few printed newspapers remaining in the Cayman Islands. The report also noted a significant decrease in the number of people reading printed publications.
CMR's weekday talk show, The Cold Hard Truth, also gained further traction as the number-one talk show and showed a resounding command in that area. There was a year-on-year increase from 2023.
“Cayman Marl Road dominates talk show preferences significantly, with a substantial increase in preference from the previous year.”
CMR gained an additional 9% on its lead position from last year. Talk Today dropped significantly from 25% to 14% and For The Record gained 3% points.
The Tower Consumer Survey offers significant insight into the behaviors of consumers in the Cayman Islands. Focusing on several key areas, including internet and media consumption. This study includes profiling questions that are available to all study sponsors as well as clients’ custom questions. The results of custom questions are available only to the sponsors of those specific questions. The fieldwork for this report took place from January to March 2024.
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