The Living Room Candidate contains more than 300 commercials, from every presidential election since 1952, when Madison Avenue advertising executive Rosser Reeves convinced Dwight Eisenhower that short ads played during such popular TV programs as I Love Lucy would reach more voters than any other form of advertising. This innovation had a permanent effect on the way presidential campaigns are run.
Benoit, William L., Glenn J. Hansen, and Kevin A. Stein. "Newspaper Coverage Of Presidential Primary Debates." Argumentation & Advocacy 40.4 (2004): 246-258. Academic Search Premier. Web. 19 Jan. 2012.