Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Wine and Spirits CPMs spent the year moving in two distinct gears: near-market in Q1 and again at year‑end, but deeply discounted through the middle months. Across all countries, the category’s median CPM averaged 14.1, roughly 29% below the all‑industry global benchmark at 19.8 over the same period. The standouts were a sharp mid‑year trough and a strong Q4 rebound that never quite matched the broader market surge. 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 across all countries compared to the global benchmark.
The period opened at 18.57 in January 2025 and ended essentially flat at 18.50 in January 2026 (−0.4%). Within that steady bookend, the category swung widely: a March high of 20.56 preceded a steep drop to the July low of 6.84, a 67% slide from peak to trough. From there, CPMs rebuilt into Q4, reaching 19.20 in November before easing to 15.92 in December and resetting higher in January 2026.
On average, month‑to‑month volatility measured 2.9 CPM points, about 20% of the series mean, with the sharpest single‑month lift in November (+45% vs. October). Overall range across the period was 13.7 points—nearly the full size of the category’s average—highlighting a market that was more elastic than steady.
The rhythm split cleanly by season:
Performance typically tightens in late Q3 and Q4 as global competition rises; here, Wine and Spirits followed the broader cadence but from a lower base, with a more pronounced mid‑year lull and a measured year‑end lift.
Relative to Facebook Ads benchmarks across all industries, Wine and Spirits spent 9 of 13 months below market. The category ran above the benchmark in January–March 2025 (+5% to +14%) and again in January 2026 (+18%). The widest discount arrived in July (65% below market), while the narrowest gap during the underperformance phase came in November (24% below).
The category’s month‑to‑month swings averaged about 1.8x those of the global benchmark (2.9 vs. 1.6 points). Its amplitude was larger too: a 13.7‑point spread versus 9.5 points for the overall market. Meanwhile, the global series rose steadily into Q4, peaking at 25.22 in November, then cooled sharply to 15.74 in January 2026 (−11% YoY), while Wine and Spirits held nearly flat year over year.
In sum, this CPM analysis shows Wine and Spirits across all countries operating below overall market costs most of the year, with a dramatic mid‑year trough and a disciplined Q4 recovery. Understanding Facebook Ads benchmarks for CPM in the Wine and Spirits industry across all countries helps quantify category‑specific ad costs and compare 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 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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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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