2. The need to communicate a value and tell a story. If you've got a short window to win over a consumer, then story telling is the best tactic to communicate your value. Googles' Q&A short TV and on-line video commercials demonstrate their knowledge delivery speed.  Why does Google see TV advertising as valuable? Because it delivers a specific story with mass scale. 

3. Timing. Just as in comedy, "timing is everything".A few years ago I coined the phrase "AdverTiming" because I thought that there had to a better word to describe what I was witnessing on the consumer front. TV ads would need to be served in real time with consumer purchase patterns. With mobile pre-roll and big data for TV placement, now they are. 

4. Recall. This one is simple. I can recall dozens of TV ads that made an impression but I've yet to have anyone run up to me to talk about an amazing ad in any other form of media that changed their day or perspective. Video delivers real and lasting human impact.

5. Results. I still smile when I hear young marketers mention that they are going to "test" TV. Not A/B testing mind you, I mean that they are testing TV as if TV is a new medium. They should know their history. Proctor and Gamble spends more than other brands on TV, and their market shares in some cases exceed 50% which is unheard of in the consumer product sector. Ironically, on-line companies have lined up in recent years to buy more TV ads. The 2016 Super Bowl featured eight on-line firms paying $5,000,000. each for the privilege. Perhaps its the instant web traffic, perhaps its the higher conversion to actual customers, perhaps is the market share gains, perhaps it's really just the profits.

And perhaps...we are at the new dawn of a remarkable resurgence for our old friendly medium...TV.