Abstract: Television advertising has for a long time been favoured by marketers including tyre manufacturers because of its mass-market appeal. The changing social and technological environment has raised questions over the effectiveness of television advertising, especially where consumers have access to newly introduced communication media. There is therefore uncertainty as to whether television advertising is generating a fair return. It is against this background that this study determines consumer perceptions of television advertising for tyres. Four hundred respondents across the 4 major cities in South Africa participated in the study. The results indicate that television advertisements for tyres have a major influence on tyre purchase decisions and are considered to be convincing. There was general support for the continued use of television as an advertising medium for tyres. Recommendations are made as to how tyre manufacturers can enhance their communication efforts using television advertising.