Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all countries, CPMs for the Arts industry ran consistently below the global benchmark but moved with sharper swings. The year’s story is defined by a soft mid-year, a pronounced November dip, and a dramatic December rebound—plus a standout July that briefly outpaced the market. While the global benchmark rose steadily into Q4, Arts CPMs diverged, hitting their annual low exactly when the broader market peaked.
This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for Arts across all countries compared to the global benchmark.
CPM in the Arts industry started 2025 at $14.24 in January and closed the year at $23.46 in December, a 65% lift. Over the 13-month window, Arts CPM averaged $15.93, compared with a $20.36 global average—about 22% lower overall. The high came in December ($23.46), the low in November ($11.55), creating a wide $11.91 range.
The month-to-month path was choppy. After a modest rise into February ($17.57), CPMs slid into April ($12.10), rebounded through June ($16.76), spiked in July ($20.56), then cooled again across August and September ($12.24). October stabilized ($15.70) before a sharp November trough ($11.55) and the year-end surge to $23.46. Volatility averaged a $3.79 absolute change per month—more than three times the global benchmark’s $1.08—highlighting a more erratic cost environment for Arts.
Seasonally, the Arts category showed a different rhythm from the broader market. Q1 was steady-to-firm (average $16.10), Q2 was the softest period (average $14.94), and Q3 mixed a July spike with a gradual cooldown (average $16.44). Q4 was the most variable: October held, November fell to the low point, and December jumped to the high (quarter average $16.90). By contrast, the global CPM climbed quarter over quarter, with the highest levels in November and December.
This divergence is noteworthy: while CPMs across all industries typically rise through Q4 as competition intensifies, Arts CPMs compressed in November before rebounding strongly in December.
Relative to the global benchmark, Arts CPMs tracked below market in 12 of 13 months. The gap narrowed to its slimmest in February (roughly 3% below) and widened most in November (about 54% below). July was the only “above market” month, with Arts CPMs 6% higher than the global benchmark. On an annual arc, the global benchmark rose +43% from January to December, whereas Arts climbed faster (+65%) but with greater month-to-month variance.
In aggregate, Arts CPMs averaged about $4.43 less than the global CPM each month, translating to a sustained 20–25% discount to market levels, despite the December rally.
This CPM analysis of Facebook Ads benchmarks for the Arts industry across all countries shows a cost profile that is lower than the global average but more volatile, marked by a Q2 softness, a brief July outperformance, a November low, and a decisive year-end rebound. Understanding Facebook Ads CPM benchmarks for the Arts industry across all countries helps advertisers evaluate country-specific ad costs and compare performance to global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. In the Arts industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
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