Facebook and Instagram CPM (cost-per-mille) in Italy 2020

The cost per thousand impressions of Facebook and Instagram ads seemed to be affected by the coronavirus (COVID-19) pandemic, too. In Italy, the CPM (cost-per-mille) decreased from 1.39 euros as of mid-February 2020 to 0.47 euros as of March 21, 2020. The value increased again to 1.08 euros by April 11, 2020. The drop in spending can be explained with the lower capacity to invest in social media advertising. Unsurprisingly, about 44 percent of Italian professionals estimated a decrease in ad investments of more than 30 percent over the first half of 2020, a survey showed.

A pullback in spending

Aside from spending in advertising, investments in marketing actions are expected to be significantly reduced over the first half of 2020. A survey conducted among Italian professionals revealed that about 30 percent of them believed the coronavirus (COVID-19) crisis would result in a decrease in marketing investments of more than 30 percent. A similar percentage of respondents estimated a decline of 20 to 30 percent.

Areas of (non) investment

Italian companies might reduce their investment also in other strategic business areas. A survey conducted during the first week of national lockdown showed that 39 percent of companies would cut off investments in business development, while 33 percent stated they would refrain from launching new services or products.

Value of Facebook and Instagram CPM (cost-per-mille) in Italy between February and April 2020

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Source

Release date

April 2020

Region

Italy

Survey time period

February to April 2020

Supplementary notes

Exchange rate from January 2020 and available here.

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