Why is Facebook advertising on TV?

Have you seen the Facebook ads on TV yet? You probably have, the ads are pretty much everywhere. They feature very compelling narratives about friendship: some are funny, some are heartwarming, some are genuine and some are silly.

But why is Facebook, an already well-known brand, trying to reach us through TV? Isn't the Facebook that we all use everyday enough to get the message out to us? Well, perhaps there lies the answer: many of us are not using Facebook as often as we did before. 35% of 16-18 year olds said that they will use Facebook less last year. 75% of 18-29 year olds said that they already used Facebook less last year. Source: eMarketer.

So, is Facebook advertising on TV to lure back those of us who left the network? Will it work?