Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Entertainment CPMs on Facebook Ads ran well below the global benchmark for most of the year, but gathered momentum late, lifting sharply through Q4 and narrowing the gap. The pattern is classic: a soft open in January, steady mid-year footing, and a steep pre‑holiday run-up. Volatility was a touch higher than the market, with a few standout swings in April and the year-end surge.
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 the Entertainment industry across all countries compared to the global benchmark.
Across all countries, Entertainment CPMs averaged about $9.26 over the period, ranging from a low of $6.98 in January 2025 to a high of $15.81 in December 2025. The series opened at $9.15 in December 2024 and closed at $15.81 twelve months later—roughly a 73% year-over-year increase. Month-to-month movements averaged 1.43 points, reflecting moderate volatility.
Key inflection points:
Seasonality is evident. Entertainment CPMs typically soften in early Q1 as demand eases after the holidays, stabilize across late Q2 and summer, and build into Q4 as competition intensifies. In this period, the mid-year months were comparatively calm, while the pre‑holiday window delivered the steepest increases, consistent with historical CPM analysis patterns for country-specific ad costs across industries.
Relative to the global benchmark (all industries, all countries), Entertainment CPMs sat firmly below market levels:
The gap to global CPMs varied over the year. It was widest in June (Entertainment 63.7% below market) and narrowest in December (37.9% below). Through September to December, global CPMs rose about 30%, while Entertainment rose 62%, compressing the spread during peak season.
Facebook Ads benchmarks show that CPMs for the Entertainment industry across all countries stayed below global ad costs most of the year, then surged into Q4 with higher volatility and a stronger late-year lift. Understanding CPM analysis and CTR performance context within these Entertainment Facebook Ads benchmarks helps marketers gauge country-specific ad costs and compare industry ad 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 Entertainment 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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