More than 70% of TV viewers over 55 have indicated that they will not welcome the product placement due to be part of TV programmes by the end of this year.

This is one of the findings of a survey by YouGov and Deloitte which also reveals that 30% of 18-24 year-olds would be similarly against the practice. Those welcoming product placement, which is being allowed in the UK to boost flagging advertising revenues, say that they do so because they expect it to deliver free content, or cheaper premium TV.