Facebook Ads Cost Per Purchase Benchmarks for Entertainment in Brazil

This analysis looks at cost-per-purchase trends for the Entertainment industry in Brazil compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

• Overall level: Brazil’s Entertainment cost-per-purchase averaged 31.79 over Oct 2024–Aug 2025, around 35% below the global benchmark of 49.24.
• Volatility: The selected series is highly volatile (avg absolute month-to-month change ~84%; ~35% excluding an October outlier) versus a stable global baseline (~4.8%).
• Seasonality: Both series show Q4–Q1 strength, with the global peak in February and a pronounced March spike in Brazil.
• Relative position: Brazil was below market in 10 of 11 months; March 2025 was the only month above the global level.
• Trend: First-to-last change in Brazil was +198% (inflated by an unusually low October). From November to August, costs declined ~53%.

Overview of the selected time series

• Average across the period: 31.79
• High and low:
• Highest month: March 2025 at 59.46
• Lowest month: October 2024 at 6.29 (clear outlier)
• First-to-last change: 6.29 in October 2024 to 18.74 in August 2025 (+198%). Excluding the October outlier, the series fell from 39.57 in November to 18.74 in August (−53%).
• Volatility (month-to-month percent moves):
• Largest increases: November 2024 (+~530% vs October), March 2025 (+~74% vs February)
• Largest declines: April 2025 (−~63% vs March), July 2025 (−~56% vs June)
• Average absolute MoM change: ~84% (or ~35% excluding October)
• Notable swings: A sharp rise through the holiday and early-year period culminates in a March spike (59.46), followed by a steep reset in April (21.87), partial rebounds in May–June, and a low band in July–August (17.93–18.74).

Comparison to the global baseline

• Level comparison:
• Brazil average: 31.79 vs global 49.24 (about 35% lower)
• Month-by-month: Brazil was below the global benchmark in 10/11 months, ranging from ~8–61% below in most months; March 2025 was ~13% above market.
• Highs and lows (global, same months):
• Peak: February 2025 at 53.89
• Trough: November 2024 at 43.19
• Volatility:
• Global baseline is steady (avg absolute MoM change ~4.8%), moving within a relatively narrow band (43.19–53.89), while Brazil shows a much wider range (6.29–59.46).
• Direction:
• Global first-to-last (Oct to Aug): −~2%, essentially flat to slightly easing
• Brazil: volatile with a mid-period spike and lower costs into mid-year

Seasonality and timing patterns

• Global seasonality shows the typical Q4 to early Q1 uplift (December–February peak), then gradual easing into summer.
• Brazil mirrors this pattern but with amplified movements: elevated costs in November–January, a pronounced spike in March, and notably softer costs in July–August.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Entertainment and Brazil helps advertisers make more efficient budget and creative choices.