Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
Wine and Spirits CPMs ran below the global benchmark for most of the 13‑month window, but the story is punctuated by a sharp Q4 peak and an abrupt July trough. 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 Wine and Spirits in All countries available compared to the global benchmark.
Median cost‑per‑thousand‑impressions (CPM) for Wine and Spirits started at about 9.81 in July 2025, climbed into the mid‑teens and twenties, peaked at 24.88 in December 2025, and finished dramatically lower at 5.61 in July 2026. Across the period the median Wine & Spirits CPM averaged roughly 15.95 — contrast that with the baseline global CPM average of about 20.59. The high/low spread is wide: the December peak (≈24.88) sits nearly 4.44× the July 2026 low (≈5.61). From the first month to the last the category declined about 43%.
Monthly movement was material. After a steady climb from 9.81 → 24.88 (Jul → Dec 2025), the series retraced into the new year (Dec → Feb), rebounded in March and June (≈18.50 and 22.53), then collapsed to the year’s low in July 2026. Volatility was meaningful: the Wine & Spirits series has a monthly standard deviation near $5.18 (coefficient of variation ≈32%), substantially noisier than the global baseline (SD ≈ $2.15, CV ≈10%).
Seasonally, Wine & Spirits shows a pronounced late‑year lift: November–December is the standout window, with the highest median in December (≈24.88). Q4 competition and holiday demand are visible as a spike in CPMs, followed by a typical early‑Q1 softening (December → February) and intermittent rebounds in March and early summer. The dataset also records an unusual end‑point trough in July 2026, well below typical late‑summer levels from the prior year.
Compared with the baseline, the global pattern is steadier — baseline CPMs rise modestly into Q4 and remain elevated through spring. Wine & Spirits oscillates more: strong Q4 and June peaks, deeper troughs in late winter and the anomalous July 2026 collapse.
On balance, Wine and Spirits was below the global CPM benchmark for most months — on average ~22.5% under the global CPM. Month‑level gaps ranged widely: several months were roughly 25–50% below global (e.g., Jul–Sep 2025), November and April showed narrower gaps, and December 2025 was the one month where Wine & Spirits exceeded the global median by about 23%. At its narrowest relative position Wine & Spirits was roughly 3–4% above the global figure (January 2026); at its widest it sat about 66% below the baseline (July 2026). Overall, Wine & Spirits CPMs were more volatile and more event‑driven than the smoother global CPM trend.
Understanding Facebook Ads CPM analysis and broader Facebook Ads benchmarks for Wine and Spirits across All countries available provides a clear view of how industry ad performance and country‑specific ad costs move against 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 Wine and Spirits 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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