Purpose – Children differ in their cognitive ability while trying to interpret television advertisements and hence form different attitudes towards them. The purpose of this paper is to analyse the impact of children's attitudes towards television advertisements on their resultant buying behaviour.Design/methodology/approach – The research has been based on exploratory and descriptive research design. Exploratory research includes a literature review and in‐depth interviews with child psychologists, advertisers and parents of young children. This was further carried forward by carrying out a survey of children in the age group five to 11 years, while they were in their class room. The filling up of the questionnaires was aided by the class teacher, which had response options in a pictorial manner.Findings – The demand for the advertised products is heavily influenced by the children's attitude towards advertisements. Further, the cognitive changes among the different age groups leads to the formation of v...