2025 cost-per-thousand-impressions benchmarks across platforms
Automotive CPM is driven by OEM (manufacturer) spend which inflates auction prices for dealers. National brand spending in automotive creates a CPM floor that smaller advertisers can't avoid.
Typical Automotive CPM falls between $7 and $18 depending on platform, targeting breadth, and campaign objective.
Average (blended): $12.10 (2025)
| # | Platform | CPM Range | Notes |
|---|---|---|---|
| 1 | Google Search (equiv.) | $14–$24 | Research & comparison queries |
| 2 | YouTube | $8–$14 | ⭐ Model reviews & test drives |
| 3 | Meta | $9–$15 | Visual inventory ads |
| 4 | Display | $5–$9 | In-market audience retargeting |
| 5 | TikTok | $8–$12 | Younger buyer segment |
| 6 | $30–$50 | Fleet & commercial vehicles |
| Year | Average CPM |
|---|---|
| 2022 | $9.80 |
| 2023 | $10.60 |
| 2024 | $11.40 |
| 2025 | $12.10 |
| 2026E | $12.80 |
2026E = projected estimate.
Index 100 = annual average.
| Quarter | Index | Relative Performance |
|---|---|---|
| Q1 | 96 | |
| Q2 | 110 | |
| Q3 | 94 | |
| Q4 | 100 |
Automotive dealers get better CPM efficiency from YouTube pre-roll than Meta for model-specific ads — car buyers spend significant time watching vehicle review and comparison content.