Viewers would accept product placement in exchange for cheap TV
Although three out of five UK consumers would be prepared to accept product placements in exchange for free or cheaper premium TV programmes, the market is only ever expected to add to rather than replace traditional advertising.
According to research undertaken by YouGov on behalf of Deloitte, younger viewers aged 18-24 were most open to such a trade-off, with seven out of 10 being prepared to accept it versus only a quarter of those aged 55 or over.
But while two fifths of those questioned found product placement per se annoying, 72% said they would still watch TV programmes regardless of whether it was present or not. A mere 5% would actively avoid them.
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