Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all countries, Facebook Ads CPMs for the Media industry spent most of the year priced below the market, then surged into a late-year peak. The series opened at $18.31 CPM in November 2024, drifted to a January low, stabilized through mid‑year, and then accelerated sharply in Q4 2025 to close at $28.92. By contrast, the global benchmark was steadier and less inflated into year‑end. 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 across all countries compared to the global benchmark.
Over the 13-month window, Media CPMs averaged $18.04, ranging from a low of $12.15 in January 2025 to a high of $28.92 in November 2025. The year closed with notable momentum: October jumped to $22.26 and November climbed another 30% month over month to $28.92. From the January trough to April, CPMs lifted 46% ($12.15 to $17.77), then hovered in a tight $16–19 band through September before breaking out in Q4.
Volatility was pronounced. The average absolute month‑to‑month move was $2.28, sharper swings than the global benchmark’s $1.39. The largest single monthly change was October to November (+$6.66). Overall range was wide—$16.77 across the period—underscoring a choppier pricing environment for Media inventory than the broader market.
The pattern follows a familiar rhythm for CPM analysis: a soft Q1, stabilization into late spring, and firmer pricing as competition rises. December 2024 bucked the usual holiday run‑up, easing 12% from November ($18.31 to $16.11), then January marked the floor at $12.15. From February through September, Media CPMs rebuilt gradually, with only brief dips (e.g., July’s $16.39). Late‑summer steadiness gave way to a decisive Q4 2025 escalation—October up 19% from September, followed by November’s outsized spike.
Relative to the global Facebook Ads benchmarks, Media CPMs across all countries averaged about 10% below the market ($18.04 vs. $20.10). For 11 of 13 months, Media priced under the benchmark. The widest discount came in January 2025, when Media CPMs trailed by 32% ($12.15 vs. $17.80). The gap narrowed meaningfully by late summer—only 3–5% below in April, August, and September. The relationship flipped in Q4 2025: October ran 5% above the global level ($22.26 vs. $21.26), and November extended to 17% above ($28.92 vs. $24.72).
Trend shapes diverged as well. The global benchmark was comparatively stable, rising modestly year over year in November (+3%). Media across all countries delivered a much stronger year‑over‑year lift in November (+58%), reflecting a sharper late‑year inflation in country‑specific ad costs for Media than the all‑industry average.
In short, Facebook Ads CPM benchmarks for the Media industry across all countries show a market that spent most of the year below global pricing, then surged into Q4 2025 with heightened volatility and a strong November peak. Understanding CPM analysis for Media across all countries helps teams benchmark industry ad performance and compare it to broader 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 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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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.
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