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Facebook Ads CPM Benchmarks for Wine and Spirits in India

Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type

CPM (Cost Per Mille) for Wine and Spirits in India

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-thousand-impressions (CPM) trends for industry Wine and Spirits and target country India compared to the global trend; the analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Across April–June 2025, India’s Wine and Spirits CPM averaged 0.171, far below the global baseline average for the same months (19.19). That places India roughly 99% below market levels throughout the period.
  • Selected-data volatility is high: CPM fell 24.5% from April to May, then jumped 213.7% in June, ending 136.9% above April. The global baseline is comparatively steady, generally moving within a tight 18–21 range, with a known Q4 spike.
  • Global seasonality is evident: a November peak (24.67) stands out, after which CPMs normalize around 18–20 through mid-year.

What the data covers

  • Metric: cost-per-thousand-impressions (CPM).
  • Industry: Wine and Spirits.
  • Country: India.
  • Comparison: India (selected data) versus the global baseline.

Selected-data trends (India, Wine and Spirits)

  • Average (Apr–Jun 2025): 0.171.
  • High: 0.294 in June 2025.
  • Low: 0.094 in May 2025.
  • Change from first to last month: +136.9% (April 0.124 to June 0.294).
  • Volatility:
  • April → May: −24.5%.
  • May → June: +213.7%.
  • Average absolute month-to-month change: ~119%.
  • Notable movements: a pronounced dip in May followed by a sharp June rebound, creating a wide range of 0.200 between the period’s low and high.

Global baseline perspective

  • Overall baseline average (Oct 2024–Sep 2025): 19.80.
  • High: 24.67 in November 2024.
  • Low: 17.97 in January 2025.
  • Change from first to last month in the series: −5.0% (Oct 2024 to Sep 2025).
  • April–June 2025 baseline average: 19.19, with modest month-to-month moves (+6.1% in May, −2.7% in June).

How India compares to the global baseline

  • Averages (Apr–Jun):
  • India: 0.171 vs. global 19.19 (≈99.1% below).
  • By month:
  • April: 0.124 vs. 18.60 (≈99.3% below).
  • May: 0.094 vs. 19.74 (≈99.5% below).
  • June: 0.294 vs. 19.22 (≈98.5% below).
  • Relative positioning: consistently below market across all observed months, even at the June high.

Seasonality and volatility

  • Seasonal pattern: the global baseline shows a clear Q4 surge, with a November peak before returning to a mid-year band near 18–20. While India’s April–June window is too short to establish a local seasonal profile, the global pattern suggests costs typically increase in Q4 around holiday periods.
  • Volatility: India’s Wine and Spirits CPMs show significantly higher short-term swings compared with the relatively stable global baseline over the same months.

Understanding cost-per-thousand-impressions benchmarks on Facebook Ads in industry Wine and Spirits and India helps advertisers make more efficient budget and creative choices.

Understanding the Data

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. For campaigns targeting India, advertisers should consider local market factors and user behavior. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

India Advertising Landscape

National Holidays

Jan 26Republic Day
Mar 14Holi
Apr 18Good Friday
May 1Labour Day
Aug 15Independence Day
Oct 2Mahatma Gandhi Jayanti
Oct 21Diwali
Dec 25Christmas Day

Key Shopping Season

October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)

Potential Advertising Impact

CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.

What affects CPM rates on Facebook Ads?

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.

Why does my CPM vary so much between campaigns?

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.

What's a competitive CPM for 2025?

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.

Does audience size or targeting affect CPM more?

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.

Should I worry more about CPM or CPC?

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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