Some 32 per cent of people are willing to watch entertainment TV content provided by advertisers, according to a survey of 1,000 people conducted by ICM Direct on behalf of the content agency contentworx.
This figure rises to 61 per cent among the 18- to 24-year-old group, which advertisers such as Sony and Orange have attempted to reach through branded content.
The survey asked respondents their thoughts on branded content in light of the launch of personal video recorder technology and its potential for ad avoidance. The results show that 23 per cent of respondents would be willing to pay regular monthly amounts to skip ads. However, this rose to 34 per cent among 18- to 24-year-olds.
Some 16 per cent of people said they watch television through channels other than traditional TV sets, with 10 per cent watching via computer, 4 per cent via mobile phones and 2 per cent via other handheld devices.
Andrew Canter, the managing director of contentworx, said: "This study shows consumers are willing to accept advertisers funding content but expect it to be entertaining and relevant towards them. There is a minority that is prepared to pay to avoid ads in the future, but this rises to potentially worrying levels among key younger consumer target groups."