Advertising is a form of communication used to promote or sell something. Children spend many hours daily watching television. Increased exposure to television advertisement is associated with increased consumption of product advertised. Objectives:To assess the impact of viewing television advertisement on the behaviour of children as perceived by parents. Methods: An exploratory study was conducted on 100 parents of children in age group of (3-12 years) which were selected by convenience sampling technique. Result: All children watch television and television advertisements; from which 60% spend <30 minute on television. About 73% of children give preference to food advertisements. Majority (83%) of parents reported that advertisements help in learning good habits and they also reported that 88% demand chocolate, candies and jellies after watching television advertisements. Three fourth i.e. 74% said that their children show tempertantrum due to effect of advertisements

Keywords : Television advertisements viewing, impact, behaviour, perceived.