Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Entertainment advertisers in New Zealand spent most of the year buying media well below global CPM levels, then sprinted into a sharp Q4 run-up that briefly pushed costs above market. The profile is unmistakable: a long stretch of single‑digit CPMs, a deep mid‑year dip, and a steep year‑end climb that culminated in December’s peak. Volatility was pronounced, with several double‑digit swings in late Q3 and 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 in New Zealand compared to the global benchmark.
New Zealand’s Entertainment CPM opened at 6.73 in January and closed at 23.58 in December — a +250% lift across the year. The annual average landed at 9.10, with a low of 2.79 in July and a high of 23.58 in December. Ten of twelve months priced in single digits, underscoring how concentrated the inflation was in Q4.
Momentum swung hard month to month. After a soft February (5.13), March rebounded to 7.53 before another dip in April (5.67). May lifted to 7.99, then June eased to 6.26. July marked the trough (2.79), followed by a sharp August rebound to 9.66 — a jump of 6.86 points. The climb resumed in October (9.35), surged in November (17.02, +7.67 points), and capped with December’s peak (23.58, +6.56 points).
Volatility averaged 3.5 points per month, nearly triple the global benchmark’s 1.2, signaling a more turbulent pricing environment for Entertainment impressions in New Zealand than the broader market.
The first half of the year was consistently soft, with CPMs oscillating within a narrow single‑digit band. Mid‑winter (July) marked the year’s weakest point, followed by a dramatic rebound in August. The fourth quarter transformed the curve: October firmed, November broke out, and December accelerated further. This pattern aligns with typical holiday auction pressure, though New Zealand’s late‑year rise was steeper than usual. Q4 averaged 16.65 — more than 2.5x Q1’s 6.46 — highlighting how concentrated the year’s costs became in the final stretch.
Globally, competition also intensified into November before easing in December. New Zealand diverged here: while the market cooled internationally, local Entertainment CPMs continued to climb into year‑end.
Across 2025, New Zealand’s Entertainment CPM averaged 9.10 versus the global 20.15 — about 55% below market. The category ran below the global benchmark in every month until December, when it finished 7% above global CPMs (23.58 vs. 22.04). The widest gap appeared in July, when New Zealand trailed by 86% (2.79 vs. 19.58). The closest approach before December was November, still 33% below global (17.02 vs. 25.22).
Trend lines differed in pace and shape. The global benchmark rose modestly from January to December (+24%), peaking in November. New Zealand’s curve was choppier and far steeper, finishing the year +250% from its January starting point.
This CPM analysis of Facebook Ads benchmarks shows Entertainment in New Zealand running far below global costs most of the year, then surging in Q4 to briefly surpass worldwide pricing. Understanding CPM trends for Entertainment in New Zealand helps situate country‑specific ad costs and compare industry ad performance to global Facebook Ads benchmarks.
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. For campaigns targeting New Zealand, advertisers should consider local market factors and user behavior. 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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Late November–early December (Black Friday/Cyber Monday), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)
CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.
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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