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January 2025 - January 2026
Detailed observation of presented data
Across all countries, Entertainment stands out for click-through rate strength on Facebook Ads benchmarks. Through 2025, CTR for Entertainment consistently outperformed the global, all-industry baseline, but with noticeably choppier month-to-month movement. The year opened solidly, surged into late spring and early summer, softened through Q3, and then stabilized into year-end as the broader market lifted. 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 across all countries compared to the global benchmark.
Entertainment CTR averaged 2.34% for the year, well above the 1.84% global average. The metric started at 2.13% in January, ended at 2.23% in December, and reached a high of 2.79% in June. The low came in September at 2.08%, marking a 0.71-point swing from peak to trough.
Momentum was pronounced. After a modest lift from January to March (2.13% to 2.28%), CTR spiked in April to 2.66% and advanced further to the June high (2.79%). The sharpest single-month rise occurred in April (+0.37 points), followed by another large jump in June (+0.32). The biggest pullback came in July (−0.39), starting a three-month slide into September before a partial rebound in October (2.38%), easing again in November (2.16%) and steadying in December (2.23%). Average monthly volatility was 0.21 points for Entertainment, three times higher than the 0.07-point average swing seen globally.
Seasonality was clear: Entertainment CTR was strongest in Q2, averaging 2.64%, then cooled meaningfully through Q3 (2.24%). The April–June stretch was the performance crest, with April and June delivering the year’s widest outperformance versus market levels. Q4 landed at 2.26%, effectively flat versus Q3, with a brief October pop followed by a gentle reset into November and a small December recovery. In contrast, the broader market typically firmed as the year progressed, with baseline CTR rising into Q4.
Looking at halves, H1 averaged 2.43% for Entertainment, while H2 eased to 2.25% (−7.5%). That contrasts with the global pattern, where H2 climbed to 1.96% from 1.72% in H1.
Entertainment stayed above market every month, but the gap narrowed over time. In January, Entertainment led the global benchmark by 27%; the advantage widened to 40–56% in April–June, then progressively tightened to 10–18% in September–October and just 5% by December. At its narrowest, the distance was 0.11 points (December); at its widest, it was about 0.87–1.00 points (April–June). Over the full year, Entertainment averaged roughly 27% above the all-industry global CTR, yet its trajectory was more volatile and ended flatter: +4.5% from January to December versus the global baseline’s +26%.
In sum, Facebook Ads CTR performance for the Entertainment industry across all countries ran materially above the global benchmark, peaking in Q2, softening through late summer, and stabilizing into year-end as the broader market climbed. These Entertainment Facebook Ads benchmarks offer a clear read on engagement dynamics, complementing views typically built from CPC trends, CPM analysis, and country-specific ad costs. Understanding Facebook Ads click-through rate benchmarks for the Entertainment industry across all countries helps teams evaluate engagement rhythm against global patterns.
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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