The popularity and rising number of culinary shows on Croatian TV channels have sparked academic interest regarding their marketing potential. The existing research has mainly focused on examining the importance and value of autochthonous Croatian gastronomies in the context of national identity, tourism promotion and health awareness. This work presents the results of an online poll conducted in the period between 30th October and 5th November 2017. The poll, consisting of 17 multiple-choice questions, was linked to a paid-for advertisement (Facebook Ads) and the Facebook page “Gastro-optimist” created specifically for the purposes of the research. The poll was aimed at the followers of the FB page “3, 2, 1-Cook!” who can be considered the audience of the titular TV show. The main reasons for watching the show “3, 2, 1-Cook!” are its relaxing content, the possibility of acquiring new culinary skills, polite communication and its competitive nature. Regarding the existing advertising content, the poll shows that only a small percentage of the viewers uses the ingredients, techniques and culinary equipment marketed in the TV show. The majority of participants view such content as merely a “good idea” or a “valuable suggestion”. The results of the poll point towards the conclusion that high viewership numbers of the show “3, 2, 1-Cook!” and especially the makeup of its predominant viewership group show unfulfilled marketing potential which should be reconsidered, especially with regards to the most popular reasons quoted by the participants for watching it.