"The research on audience behavior and the effects of Free Media Advocacy Campaign was conducted on a sample of 1,000 respondents, 25 to 55 years of age, and focused on the citizens’ viewpoint towards paying for media content (with the possibility of comparison to 2019 research) and evaluation of the campaign “Independent Media Depend on You” (IREX and Agency Communis). In terms of media consumption, respondents from 2019 generally spent more time with media than in the 2020 research. In addition, it is noticeable that respondents in both research cycles spent more time watching television and listening to the radio. The average time respondents spent per day watching television in 2020 was 108.6 minutes, while in 2019 the average time spent watching this media was 161.4 minutes. The average time respondents spent listening to the radio in the research conducted in 2020 is the same as the time spent watching TV (108.6 minutes), while in 2019, radio was the media respondents spent the most time listening to – 166.8 minutes. Social networks are the third most used media in terms of time spent on them per day (average time for 2020 – 87.6 minutes; average time for 2019 – 126.6 minutes). In fourth place are informative online portals and sites, while fifth place is print media with which respondents spend the least time per day (average time – 27 minutes). When it comes to citizens’ trust in media, it is evident that in both research cycles there is a greater distrust than a trust in the media, and this fits in the broader picture of citizen’s distrust in all civil society institutions. A total of 43% of respondents generally do not trust the media in Serbia at all – in 2020, while in 2019 the percentage was lower by two points (41%). On the other hand, a total of 22% of respondents stated that they have full confidence and that they mostly have trust in Serbian media, which is one percentage point more than in the research conducted in 2019. About a third of respondents had a neutral stance about trust in media (31% in 2020, 33% in 2019). A large percentage of respondents were not willing to pay for online content, however, when compared with 2019’s findings, SMS noticed that the willingness to pay for online content is more noticeable in 2020." (Summary)