The way in which pre-school children view media, and especially childrens television shows which they are exposed to is quite significant. Through those shows pre-school children are exposed to positive and negative effects of television and its content. From educational shows like Sesame Street (cro. Ulica Sezam) and Dora the Explorer (cro. Dora istražuje) they can learn a lot about nice behaviour, different cultures in the world, how to read, write and count, even how to speak another language. Unfortunately, exposure to negative contents like commericals and hyperconsumerism is unavoidable. Despite the internet boom in the last few years, television is still the most popular mass media among pre-school children and they spend a large part of their free time in front of it (Ilišin, Marinović Bobinac, Radin 2001, 128). Considering that they mostly can't see the difference between what they see on televison and reality, it is important to take measures to avoid creating future generations who define themselves by how much material things they own posjeduju (Miliša, Tolić, Vertovšek, 2009, 31-32). The only way to educate them is to finally incorporate media education and media literacy in kindergarden and school curriculums. That way, the children can learn how to critically think about media and understand it better. The research shown in this thesis was done on two levels: by survey which was sent to the parents of pre-school children (100 people participated) and by organizing focus groups with twenty pre-school children from kindergarden „Savica”. The results indicated that parents think their children are unaware of the effects commercials have on them. Most of the parents watch children television shows with their children and they consider it necessary to see for themselves if the content is safe for their children. On the other hand, children think that they know exactly what commercials are for, but they admit that because of commericals they often ask for certain toys or foods from their parents when they see them at the store.