Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented 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.
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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