The survey of iPod users, cited in an Advertising Age MediaWorks newsletter, shows that people who download or are planning to download Tv programs from iTunes for $1.99 a pop, would view an ad –if the advertiser paid for the download.

This brings an interesting idea to play, one that has always been contentious: Advertising is not such a bad thing, in the right circumstance. People do understand that content is subsidized by advertisers. Of course, in the old mass marketing model, people would do anything to sidestep advertising because the ads were not exactly targeted.

But with channels like iTunes, and dozens of other ways for people to select their own information or entertainment (HBO, for instance is selling segments of The Sopranos, and MTV plans to sell VHI, MTV, and Comedy Central programs optimized for viewing on mobile phones) the problem of ‘bombardment’ is going away.

The study cited, only talks of the findings in terms of attitudes toward iTunes. But as more video-capable mobile devices and phones show up this year, it will open a window for all marketers to bond with content providers. Consumers will rush to the digital faucets for paid and free content. There will soon be many ways to make advertising make much of what flows through them seem like free.