CNBC research reveals potential of branded TV content

Of the respondents - 51% men and 49% women -  mainly aged between 25 and 44, almost one in three (32%) said they preferred branded content to any other advertising.

Research conducted on behalf of CNBC by Continental Research also showed branded content increased unprompted memory of the advertised brand by 35%, while 73% of respondents were likely to recommend the brand to a colleague or acquaintance.

In other findings, 29% of consumers found the accompanying spot advertising grabbed their attention and 33% remembered the brand's message.

More than 80% of consumers said they felt more positive about the brand, while 83% of viewers said they were more likely to notice a sponsor that had been associated with a programme over a period of time, rather than one featured in an ad.

Most respondents (80%) also said they were more likely to remember a brand in a short clip compared to a full-length TV ad.

Paul Maraviglia, vice-president sales, EMEA, at CNBC, said: "After doing brand tracking studies, we've found brand awareness increases and the audience get a better engagement.

"The survey also shows it increases brand advocacy, which is powerful from an advertiser's prospective. However, it is for brands with a large budget, as it's a fair investment, but advertisers will get a good return."

The study surveyed 316 respondents from the UK, France and Germany, all regular viewers of CNBC.