In the continuum of TV advertising, 2011 should be remembered as the year that quieted doubters about the medium's long-term prospects. Its strength should only continue for at least the next decade. DVR ad-skipping will keep growing, as will cord-cutting. But helping drive the business is its role alongside social and digital media. One media buyer spoke of TV as a pitcher and digital platforms as a catcher. Ad guru John Hegarty has offered up a "Super Bowl to super-social" strategy that gives voice to that growing philosophy.