We have gone from mass media to one-on-one marketing. And it only took 60 years. In the 1950s, mass media such as television dominated the advertising scene. If product companies wanted to reach large audiences, they had to create commercials for TV and place them on popular shows. The I Love Lucy show, for example, reached a mass TV audience that has never been equaled since. In 1952, there were over 17 million televisions sets in US homes and I Love Lucy had an audience of 45 million viewers. Almost everyone who had a television set was watching I Love Lucy every week.