Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Media industry CPMs tracked here tell a compact story of steady baseline parity with a late lift and above-average volatility. 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 Media in All countries available compared to the global benchmark.
Cost per thousand impressions (CPM) for Media started the period in June 2025 at about $19.26 and finished in May 2026 at roughly $25.76 — a rise of ~34% from the opening month. Over the 12-month window the Media CPM averaged about $21.0, with a low of $17.14 in July 2025 and a high of $25.76 in May 2026. By comparison the global benchmark averaged $20.7 over the same months, placing Media slightly above market (+$0.3, or roughly +1.5% on average).
Monthly swings were material: the typical month-to-month absolute change for Media was about $1.95 (≈9.3% of the Media average), versus the global baseline’s average monthly move of ~$1.56 (≈7.6%). Notable single-month moves included a July trough (~$17.14), a November ascent to ~$23.94, a late-winter dip into January (~$19.19), and a pronounced rebound and surge across April–May 2026 (peaking at $25.76).
The rhythm shows a softer mid-summer (July) followed by an autumn pick-up through October–November, a pullback into January, and a sustained run higher from March into May. November’s spike (to ~$23.94) and the April–May acceleration stand out as the strongest seasonal lifts; July’s low is the clearest trough. Across the window, the pattern reads like a summer lull, autumn pressure and late Q1–Q2 momentum.
Relative to the global CPM trend, Media was mostly in line but with wider peaks. The gap swung from Media running about 9% below the global benchmark in July 2025 to roughly 14% above in May 2026. The narrowest gap occurred in late winter (around February–March), where Media and global CPMs were within about 1% of each other. Overall, Media was slightly above average across the year but showed more pronounced month-to-month volatility — roughly 25% higher absolute monthly movement than the baseline.
Understanding CPM analysis and Facebook Ads benchmarks for Media in All countries available frames how industry ad costs move against global patterns, highlighting seasonal lifts, troughs, and the relative volatility of Media industry ad performance.
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 Media 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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