4 Summary According to the results of a study conducted in the USA by the American Psychiatric Association (APA) it is estimated that children see 40 thousands TV commercials each year, while advertisers spend 12 billion dollars per year only on advertising to children (Prodanović, 2005: 22). In the recent years, the trend among advertisers has been to target mainly the youngest, as well as the most vulnerable members of our society – children. The problem appears in the fact that children are not able to comprehend TV commercials up to a certain age, moreover, before the age of 4 they are not capable of recognizing commercials from other television programmes either (Kuterovac-Jagodić, 2005: 14). Therefore, the role of parents is crucial in the whole process of exposing children to TV content, as well as being in charge of educating them at an early age about the media. Unfortunately, many parents are not completely aware to what extent are children being affected by certain media content, especially TV commercials. Due to the above mentioned, we conducted this study named - Parental perception of TV commercial influence on pre-school children - through which we traced the parents' thoughts about the effects of TV advertising on their children aged two to six. The aim of the study was to determine: Are the parents aware of that influence? What is their attitude towards TV advertising in general? Are they aware of their responsibility of exposing their children to TV commercials? Accordingly, we tended to provide the information how necessary the media education is and also how familiar the parents are with the issue itself. In the study we used survey method and it included 114 parents whose children attend ZapruĎe Kindergarden in Zagreb.