Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
The headline: Wine and Spirits CPMs ran materially below the global benchmark for most of the 12-month window, but showed a pronounced holiday spike and sharper month-to-month swings. 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 for COST_PER_THOUSAND_IMPRESSIONS (CPM).
Wine and Spirits began the period in June 2025 at roughly $10.07 per thousand impressions and finished in May 2026 at about $16.43 — a full-year rise of ~63%. Across the 12 months the category averaged approximately $15.80 CPM, with a low of $9.81 in July 2025 and a high of $24.88 in December 2025. Those extremes describe a wide range: the December peak sits about 57% above the Wine and Spirits mean and more than 150% above the summer low.
Monthly movement was energetic: the average absolute month-to-month change for Wine and Spirits was about $3.33, signaling frequent and sizeable swings. That metric captures the momentum language of the year — early summer underperformance, a steady climb into Q4, a sharp holiday spike, a steep January–February pullback, and a spring rebound that remained choppier than baseline.
Seasonality is visible and concentrated. Summer months (June–August) stayed comparatively soft, with CPMs hovering near $10 and showing muted lift. From September through December the category climbed steadily — October and November moved into the high-teens and low-twenties, culminating in the December spike at $24.88. January and February brought a pronounced decline (to ~$19 and ~$13.8 respectively), before March showed a rebound to ~$18.5, April dipped again to ~$14.7, and May rose to ~$16.4. In short: Q4 escalation into the holidays, a Q1 trough, and a jagged spring recovery.
Compared with the global baseline over the same months, Wine and Spirits ran materially lower on average. The global benchmark averaged about $20.68 CPM versus Wine and Spirits’ $15.80 — roughly 24% below market. The trajectory differed too: the global baseline rose more gradually (about +20% from June to May), while Wine and Spirits’ CPMs climbed more sharply in net terms (+63%) but with greater churn. Volatility quantifies that difference: Wine and Spirits’ average monthly absolute change (~$3.33) was more than twice the baseline’s (~$1.56), making the category notably more volatile. Relative gaps also shifted: summer months showed Wine and Spirits trailing global levels by 40–50%, while December inverted that gap — Wine and Spirits exceeded the baseline by about 23% in the holiday peak — before reverting to below-average levels through spring.
This CPM analysis of Wine and Spirits across All countries available offers a clear seasonal narrative: summer softness, a strong Q4 holiday lift, and a volatile spring recovery, set against a higher, steadier global benchmark. For those tracking Facebook Ads benchmarks, CPM analysis and broader industry ad performance, these country-specific ad costs and trend lines illuminate how Wine and Spirits moved relative to market norms.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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