Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Entertainment CPMs spent most of the year well below the global Facebook Ads benchmarks, yet they climbed steadily as the calendar moved toward peak demand. Costs roughly doubled from January to December before easing into the new year, showing classic end‑of‑year pressure but a gentler reset than the broader market. Volatility was present but manageable, with sharper lifts concentrated in Q4.
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 Entertainment across all countries compared to the global benchmark.
Across all countries, Entertainment CPMs averaged about $9.27 for the period, ranging from a low of $6.96 in January 2025 to a high of $13.13 in December. The year opened soft, rose into March ($9.23), then pulled back in April (−24% vs. March) and June (−10% vs. May) before regaining momentum through late summer. A steady climb in September ($9.71) and October ($10.52) set up a sharp Q4 run: November reached $12.50 and December peaked at $13.13. January 2026 eased to $11.88, still well above the early‑year baseline.
Month‑to‑month movement averaged a $1.12 absolute swing, indicating moderate volatility. From January to December 2025, Entertainment CPMs advanced roughly 89%; even after the January 2026 pullback, levels were about 71% above the prior January.
Seasonality showed up clearly. The January–September average sat near $8.06, while Q4 surged to a $12.05 average—about 50% higher than the first three quarters combined. The cadence was punctuated by two mid‑year dips (April and June) followed by a late‑summer recovery and a pronounced Q4 lift typical of broader auction pressure. The reset into January 2026 was measured (−9% vs. December), keeping CPMs elevated relative to early 2025.
Against the all‑industry global benchmark, Entertainment CPMs were consistently lower. The global average across the same months was about $19.81, with a range from $15.74 (January 2026) to $25.22 (November 2025). That places Entertainment roughly 53% below global CPMs on average.
The gap fluctuated meaningfully through the year. It was widest in June 2025, when Entertainment CPMs were about 64% below the global level, and it narrowed to 40–52% below during the Q4 run. The tightest spread arrived in January 2026, when a steeper global reset pulled the gap to roughly 24% below. In momentum terms, Entertainment rose faster: +89% from January to December 2025 versus +24% globally. Volatility was lower in absolute dollars for Entertainment ($1.12 vs. the global $1.63 average monthly swing), though relatively higher when scaled to its lower cost base.
In summary, CPM analysis shows Entertainment Facebook Ads benchmarks across all countries running materially below the global market, with a clear Q4 surge and a mild January reset. Understanding Facebook Ads CPM benchmarks for the Entertainment industry across all countries helps marketers interpret country‑specific ad costs, track seasonal patterns, and compare industry ad performance to the global trend.
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.
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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.
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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