Megadrive was very popular at the time (as it was in all Europe), then Playstation and backups became very popular and when Dreamcast arrived everyone was waiting for PS2
Don't have so many memories about Master System, but in the middle 80's most of people were playing with C64/Speccy/Amiga
This is a commercial spot :
https://www.youtube.com/watch?v=ylXAblov5Hw
few notes :
1 - SEGA is spelled as an american word and not how it's written (in italian "e" is spelled similar to "a" in english), in this way it can't be related to the word used for masturbation
2- some football fans maybe will recognize Roberto Mancini, who won a PL with Manchester City some years ago
3- SEGA products in Italy were sold by a company "
Giochi Preziosi" and not directly by them, this was a hit point during MS/MD time, but during SS they didn't support it so much and people almost didn't know Saturn was available