Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Media-sector CPMs moved with momentum and a widening gap against the global benchmark across the 13-month window. 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 (baseline).
Beginning at $16.97 in July 2025, Media Cost Per Thousand Impressions (CPM) climbed to $23.39 by July 2026 — a net lift of about +37.9%. The 13‑month median for Media sat at roughly $21.34 CPM, with a low of $16.97 (Jul 2025) and a high of $25.72 (May 2026). Monthly movements ranged from quiet shifts (sub-$1 changes in August→September 2025 and February→March 2026) to sharp jumps (April→May 2026 and October→November 2025). On average, month-to-month absolute movement was about $2.02 — indicating noticeable month-to-month churn in Media CPMs.
CPMs showed a mid‑year trough in July 2025, then a steady climb into a late‑year range, a modest pullback in January 2026, and renewed ascent through spring 2026 culminating in the May high. April→May and March→April were especially strong months for lift, with April 2026 to May 2026 seeing the series rise to its peak. June 2026 retraced some gains, followed by a moderate rebound into July 2026. The pattern contains both the classic year-end pressure and a spring spike: softer early-summer, firmer late-spring and late-autumn peaks, with choppier swings in several transitions.
Compared to the global baseline, Media CPMs were slightly above market on average: Media averaged ~$21.34 vs. a baseline average of ~$20.58 — about +3.7% relative exposure. Yet that aggregate masks large monthly gaps. Media undercut the baseline in July 2025 by ~10%, and again in September and November 2025, while outperforming the baseline by double-digit percentages in December 2025 (+9.4%) and May 2026 (+13.0%). The most dramatic divergence occurred in July 2026, when Media sat ~42% above the baseline as the global benchmark dipped to $16.47 while Media remained near $23.39. Volatility was marginally higher in Media (avg. monthly abs. change ≈ $2.02) than the baseline (≈ $1.92), producing a narrative of slightly choppier CPM movement for Media relative to the broader market.
This CPM analysis for Media in All countries available ties into broader Facebook Ads benchmarks, CPM analysis and country-specific ad costs discussions — useful for evaluating media-sector ad cost trends and comparing Media industry ad performance to global patterns.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPM values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
Competition, seasonality, audience size, and ad quality affect CPM. Q4 can cost more. Smaller audiences and lower relevance scores often lead to higher CPMs.
Campaign objectives, bidding strategies, and time of day can change CPM. Conversion campaigns usually have higher CPMs than traffic campaigns, while broad targeting tends to 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.
Audience size and targeting both matter. Audience quality, including intent and fit with your offer, usually has more impact than size. Extremely tight audiences can raise CPM because delivery opportunities are limited.
Use CPM for awareness campaigns and CPC or CPA for performance campaigns. A high CPM can increase costs across the funnel.
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