Research work „Covert advertising in television series. Croatian case“ has the aim to introduce the phenomenon of covert advertising based on three television series of Croatian production: „Bitange i princeze“, „Horvatovi“ and „Uspjeh“. In this article a variety of definitions, reasons for use, history, and types of covert advertising are pointed out, law regulations are introduced as well as ethical dimensions of this kind of advertising. For the theoretical part, it was used secondary data processing, that is the comparative method and method of compilation. The research was conducted through qualitative and quantitative content analysis with the help of writing a matrix. Through qualitative analysis, it was shown the context of covert advertising in researched series and through quantitative it is shown the duration and amount of covert advertising, involvement in content, advertising of a brand on the contrary of advertising of a specific product and the most common shot type in which covert advertising occurs. Research results indicate that „Bitange i princeze“ is series with the biggest amount of covert advertising (from the number of brands, duration, and amount of occurrence), that in series were advertised forbidden products, that covert advertising most often wasn't the part of series action and that shot types in which covert advertising occurred the most were mid-shot and close-up shot. It is concluded that in all three researched series covert advertising is present but in different amounts and ways.