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October 2025 - September 2026
Benchmark observations based on the selected 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.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CTR values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
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