Television pitchman and reality show star Billy Mays was found dead in his Tampa, Fla. home.

Mr. Mays’ wife found him unresponsive Sunday morning.

“My dad didn’t wake up this morning.. I’m sure you’ll all hear about it. It hasn’t yet hit me but it’s about to,” said his son, Billy Mays III via his Twitter account. “He’s gone. I’m gonna be strong for him. Thank you for all the thoughts and prayers everyone.”

Mr. Mays is the famous television product spokesman who became so well-known that Discovery Channel created a reality series around his work.

His death is under investigation, but authorities have said it does not appear to be suspicious. An autopsy is scheduled for this week.

According to Tampa’s Bay News 9, Mr. Mays was on US Airways Flight 1241 from Philadelphia to Tampa on Saturday when the flight took a hard landing after the front landing gear blew. No one was reported injured in the flight, but Mays did tell the station that he hit his head.

Mays’ wife, Deborah, said the family was not going to make a public statement and asked everyone to respect their privacy.

The television salesman-turned-star is the latest household-name death to hit the news after the deaths of Ed McMahon, Farrah Fawcett, and Michael Jackson in the past two weeks. Mr. Mays was less renowned than the previous three, but he was as well known as many famous entertainers for his bevy of television commercials and the reality show.