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November 2024 - November 2025
Detailed observation of presented data
Entertainment stands out in Facebook Ads benchmarks for click-through rate: across all countries, CTR for the category consistently outperformed the global, all-industry baseline and moved with sharper highs and lows. The year opened soft into December, rallied through Q2 with a pronounced spring lift, then cooled through late summer before a clean rebound in October and a steady November finish. Volatility was notably higher than the market, with several months posting swings three to four times larger than global movements.
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 began at 2.09% in November 2024, dipped to its low at 2.01% in December, and closed at 2.44% in November 2025—an overall rise of about 17%. The category averaged 2.33% over the period, peaking at 2.80% in June 2025. Momentum built steadily in Q1: January (2.14%) and February (2.26%) advanced, with a modest March uptick to 2.27%. April broke out to 2.68% (+0.41 points month over month), cooled to 2.47% in May, then surged again to the June high (+0.33 points). A sharp July pullback to 2.40% (−0.40 points) set the stage for a gradual Q3 drift lower—August at 2.24% and September at 2.05%—before a strong October rebound to 2.43% and a stable November at 2.44%.
Volatility averaged 0.20 percentage points per month for Entertainment CTR, compared with 0.05 points for the global baseline—signaling a choppier journey despite a similar full-year lift.
The pattern shows familiar paid social seasonality. Performance softened in late Q4 (December’s low), then recovered through Q1 as engagement normalized. Q2 delivered the strongest stretch, with April and June standing out as the category’s high-water marks. Q3 was the softest run, with a July downdraft and continued easing into September. Early Q4 re-accelerated: October’s pop held into November, though still below the June peak.
Entertainment’s CTR remained above market every month. On average, it ran 0.51 points higher than the global all-industry benchmark (2.33% vs. 1.82%), or roughly 28% higher. The premium was widest in April (+57%) and June (+55%), and narrowest in September (+7%). While the global trend rose steadily from 1.75% in November 2024 to 2.04% in November 2025 (+16%), Entertainment’s path was more dynamic (+17% overall), with larger month-to-month swings. The global average monthly shift was 0.05 points; Entertainment moved about four times that.
Put simply: CTR performance for Entertainment across all countries ran above market throughout, with spring peaks, a summer lull, and a controlled Q4 rebound.
Understanding Facebook Ads click-through-rate benchmarks for the Entertainment industry across all countries highlights how CTR performance compares to global patterns and where seasonality drives the largest swings. While this view centers on CTR, it complements broader CPC trends, CPM analysis, and industry ad performance tracking for country-specific ad costs in a global context.
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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