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July 2025 - July 2026
Detailed observation of presented data
Main story: Entertainment-sector click-through-rates (CTR) ran a choppy, high-variance course over the last 13 months — ending notably higher than where they began and slightly below the overall market on average. 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 Entertainment in All countries available compared to the global benchmark.
Entertainment CTR began June 2025 at 1.94% and closed June 2026 at 2.56% — a roughly +32% climb from start to finish. Across the period the Entertainment median CTR averaged about 1.93%, with a low of 1.53% in December 2025 and a high of 2.56% in June 2026. By contrast the global baseline averaged ~2.00% over the same months, starting at 1.78% and finishing at 2.08% (+17% year-over-year).
Key monthly moves: the Entertainment series shows an early summer plateau (June–August near 1.90–2.02%), a slide through autumn into a December trough (1.53%), a sharp bounce into January (1.99%), another dip in February (1.56%), then a steady recovery from March to June that culminated in a pronounced spike to 2.56% in June 2026. From its December low to the June peak Entertainment CTR rose by nearly 68 percentage points relative to that low (1.53 → 2.56).
Volatility was material: Entertainment’s month-to-month absolute changes averaged about 0.22 percentage points, versus roughly 0.06 points for the global baseline — roughly four times the baseline’s monthly movement. That variance creates a pattern of sharper, less predictable swings in CTR performance.
Seasonally, the Entertainment series softened into Q4, bottoming in December. A rebound appeared in January, followed by an unexpected pullback in February, then a spring recovery that gained momentum into late Q2. The baseline shows a steadier seasonal rhythm — smaller rises in Q4 and a modest peak in spring — while Entertainment’s rhythm is more jagged, with short, sharp reversals rather than gradual trends. The December trough and the June spike are the clearest seasonal touchpoints in this window.
Compared with the global benchmark, Entertainment CTR was above the baseline in early summer months (June–August 2025, roughly +1–9% relative), then trailed the market through autumn and winter. The gap widened to about −26% in December 2025 and February 2026 when Entertainment CTRs were materially lower than the global median. By May–June 2026 the relationship flipped: Entertainment ran ahead by ~7% in May and by ~23% in June, producing a narrower gap at the end of the window. Overall the Entertainment series averaged ~1.93% vs a global ~2.00% — a small average deficit but with far greater short-term swings and larger month-to-month spread.
Understanding Facebook Ads click-through-rate benchmarks, CTR performance, and industry ad performance for Entertainment in All countries available provides a clear view of seasonal rhythm, volatility, and how a high-variance vertical compares to the global CTR trend — useful context when reviewing CPC trends, CPM analysis, and country-specific ad costs across creative and media plans.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. In the Entertainment 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. 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. 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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CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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Cost per thousand impressions across different markets
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