Should be BBC be funded by advertising?

The Sunday Times has published details of a YouGov poll it commissioned on the question of BBC funding. 

So what do people really think of the £145.50 annual licence fee?

The poll finds that 40% of people think the BBC offers value for money, while 48% think it doesn't.

As for how the BBC should be funded, 36% say they would like to see it funded by advertising, 35% by the licence fee, 10% by subscription and 8% from general taxation.

And if the BBC became a subscription service, how many would be prepared to pay more than the present licence fee? A mere 7%.