These research objectives are to examine the parental perception of the impact of
television advertisements on children’s buying behavior. The data used in this study were
gathered by spread the questionnaires to parents in Magelang. Descriptive statistic was used to
analyze the data. The result showed that parents agree that their children love watching
television. They believe that television was important factor affecting children’s demand for a
product. It is also indicates that television advertisements provide children knowledge about
products and brands. Parents were disagreeing that their children play important role in family
buying decision.