Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The main story: New Zealand’s cost-per-thousand-impressions (CPM) for all industries ran close to the global benchmark on average but with far sharper swings — big spikes in August 2025 and May 2026 punctuate a generally cooling trend into mid‑2026. 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 all industries in New Zealand compared to the global benchmark.
Across July 2025–June 2026 New Zealand’s median CPM averaged about 21.3, starting at roughly 29.8 in July 2025 and finishing near 16.7 in June 2026 — a decline of about 44% from start to finish. The highest monthly CPM was 51.0 in August 2025; the low point hit 12.34 in March 2026. By contrast the global baseline (same months) averaged about 20.9, with a narrower range: high of 24.3 (November 2025) and a low near 18.8 (January 2026).
Two standout moves drive New Zealand’s narrative: an early spike into late summer (August 2025) where CPM jumped to ~51 — more than double the global ~19 in that month — and a late‑spring surge (May 2026) to ~31.6. Between those peaks sits a sustained decline through late 2025 into Q1 2026, bottoming in March, then a rebound into April before the May spike and a return to lower levels in June.
Volatility is a defining feature: New Zealand’s average month‑to‑month absolute movement was about 9.1 CPM points, versus roughly 1.6 CPM points in the baseline — more than five times the baseline rhythm.
Rhythm in the New Zealand series feels punctuated rather than cyclical. The August spike suggests a late‑winter/early‑spring lift in advertiser competition, followed by a cooling through September–March that pushed CPMs below global levels in several months. April shows a modest rebound, and May gives a pronounced uptick before the metric retreats again in June. The baseline displays a more muted seasonal pattern with its single notable hump in November 2025; New Zealand’s pattern is higher amplitude and less predictable month to month.
Relative positioning shifts over the year. At its narrowest, New Zealand’s CPM averaged only about 1.7% above the global benchmark across the full period. But the gap widened dramatically month to month: in August 2025 New Zealand was ~165% above the global CPM (51.0 vs 19.3), while in March 2026 it was about 44% below the global level (12.3 vs 22.2). Overall the New Zealand series was more volatile and featured larger outlier months compared with the steadier global baseline.
Understanding CPM analysis for Facebook Ads benchmarks, CPM trends, and country-specific ad costs for all industries in New Zealand provides a data-grounded view of industry ad performance and how local market swings compare to global CPM patterns.
Facebook advertising cost benchmarks
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting New Zealand, advertisers should consider local market factors and user behavior. 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.
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 may rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is a new public holiday with growing awareness, and advertising may face more competition. Black Friday/Cyber Monday in late November–December may raise ad costs. Regional anniversary holidays may shift local inventory.
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.
Compare cost benchmarks for Facebook advertising metrics.
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