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July 2025 - July 2026
Detailed observation of presented data
Entertainment click-through-rate (CTR) largely tracked the global benchmark but with sharper swings and two clear flashpoints: a year-end trough in December 2025 and a dramatic spike in June 2026. 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 the window at about 2.02% (July 2025) and closed near 2.09% (July 2026), a modest +3.4% change. Across the 13-month series the Entertainment median CTR averaged ~1.95%, with a low of ~1.53% in December 2025 and a high of ~2.80% in June 2026. By contrast the global benchmark averaged ~2.04% and climbed from 1.87% to 2.34% over the same period (+25% year-over-year).
Monthly movements tell a choppier story: Entertainment showed a mean month-to-month absolute swing of roughly 0.29 percentage points, driven by several large moves (Dec→Jan +0.46 points, May→Jun +0.59 points, Jun→Jul −0.70 points). Those swings are materially larger than baseline month-to-month changes, and they produced both deeper troughs and sharper peaks than the market average.
There’s a recognizable seasonal rhythm: a softening into December 2025 where Entertainment CTR bottomed at ~1.53%, followed by a rebound in January 2026. February 2026 again marked a pronounced dip (~1.56%), then a steady climb through spring into an exceptional June 2026 peak (~2.80%). The June spike and the subsequent July drop create a high-frequency volatility pattern rather than a smooth seasonal ramp; the series alternates between brief recoveries and steep retracements.
Quarterly patterns are visible: late-Q4 weakness, early-Q1 variability, and a late-spring/early-summer acceleration culminating in June’s standout level. That acceleration stands out against the more gradual, steadier climb in the global baseline.
Relative to the global benchmark, Entertainment moved above and below the baseline through the year. The gap ranged from about +38% (June 2026, Entertainment 2.80% vs global 2.02%) to roughly −27% (February 2026 and December 2025), with most months sitting within a ±10% band. Overall, Entertainment’s average CTR was ~0.09 percentage points lower than the global average (1.95% vs 2.04), a roughly 4–5% shortfall. Volatility is a clearer differentiator: Entertainment’s monthly absolute swings (~0.29 points) were roughly 3–4x the baseline’s (~0.08 points), making the Entertainment series more erratic even when its mean is similar to the market.
This view of CTR performance for Entertainment across All countries available places the metric in context with broader Facebook Ads benchmarks and industry ad performance trends — a snapshot that complements CPC trends, CPM analysis, and country-specific ad costs when evaluating CTR performance for Entertainment in All countries available.
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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