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February 2025 - February 2026
Detailed observation of presented data
Across all countries, Media’s Facebook Ads CTR performance ran hot in 2025 and then cooled abruptly as the calendar turned. Against the global all‑industry benchmark, the Media category spent most of the year firmly above market, punctuated by a September breakout and a strong Q4, before a sudden January trough. Volatility was the tell: big lifts, quick corrections, and one outsized drop.
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 Media across all countries compared to the global benchmark.
Media’s median CTR averaged 3.58% across 2025 and 3.40% over the full 13‑month window, versus 1.84% and 1.86% globally. The year opened at 2.52% in January 2025 and climbed to 4.43% by December (+76% from the start), with a clear surge in spring and a September spike to the annual high of 4.86%. The low for the entire period arrived in January 2026 at 1.16%, marking a sharp reset from December (−74% month over month).
Key movements: February and April delivered meaningful lifts (+0.43 and +0.74 points), June pressed higher to 4.00%, and July–August plateaued near 3.28–3.29%. September’s breakout (+48% vs. August) was followed by an October correction (−24%), then renewed momentum into November–December. Volatility averaged 0.54 points per month in 2025 and 0.77 points including January 2026, far choppier than the global benchmark’s 0.07‑point cadence.
The pattern reads as an early‑year climb, a mid‑summer pause, and a second‑half rally. Spring (April–June) showed persistent gains, summer steadied, and Q4 maintained elevated engagement: 3.69% in October, 3.94% in November, and 4.43% in December. Performance typically softens through Q4 as competition rises, with engagement often stabilizing in early Q1; here, Media’s CTR held high into year‑end before an atypically steep January drop to 1.16%, marking the cycle’s clear trough.
Media consistently outperformed the all‑industry global benchmark in every month of 2025, ranging from +49% above market in January to +157% at the September peak. The gap narrowed slightly in mid‑summer (+73–75%) and widened again through late Q3 and Q4 (+84% to +111%). While the global trend rose steadily (+25% from January to December 2025, peaking at 2.10%), Media’s line was higher and more volatile. The only underperformance occurred in January 2026, when Media fell 44% below the global 2.08% median.
In short, Facebook Ads CTR performance for the Media industry across all countries averaged well above global Facebook Ads benchmarks, with pronounced surges in spring and early fall, sustained strength through December, and a single sharp January reset. Understanding click‑through‑rate benchmarks for the Media industry across all countries helps teams frame CTR performance against global patterns and complements broader CPC trends and CPM analysis.
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 Media 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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