Half of the money spent on advertising is wasted; the trouble is, we don't know which half. Advertisers can't really witness the market if their commercials are being watched and listened to if it's done in a PRIVATE CAPTIVE MARKET. Value on ad spending decreases if advertisers can't witness their target market. TV viewers get annoyed with commercial breaks especially during the time of climax (a time when they enjoy watching their favorite show and suddenly, a commercial break comes-in); then the image of that brand decreases. Advertisers would agree that CAPTIVE MARKET is a strategy that gives high value on advertising investment. But what kind of CAPTIVE MARKET? Is it the PRIVATE or the PUBLIC one? Narrowcasting using CADIO focuses on the PUBLIC CAPTIVE MARKET. This is a strategy that gives the market a no choice but to hear (and later in the future view) the commercial... This is why audio is the highest form of advertising not video.
Actually, when narrowcasting was coined by Licklider in his book "Televistas" in 1967; his main point was the cables of CATV will evolve into multipurpose local networks, and the local networks will be linked together to form regional, national, and even international networks. During those years, there were very few commercial establishments and they weren't part of his thesis. The narrowcasting in the Philippines is a unique one. It focuses in maximizing the ceiling/wall speakers of commercial establishments for advertising purposes. This is the real narrowcasting.