Between July 1 and July 16, 2024, cost-per-mille (CPM) of ads on Facebook and Instagram in Italy oscillated between 0.70 U.S. dollars and 1.50 U.S. dollars. Social media ad spending in Italy was estimated at roughly 2.14 billion euros in 2024.
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.
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Gupta Media. (April 11, 2022). Facebook and Instagram cost-per-mille (CPM) in Italy in July 2024 (in U.S. dollars) [Graph]. In Statista. Retrieved May 08, 2026, from https://www.statista.com/statistics/1112202/facebook-cost-per-mille-italy/
Gupta Media. "Facebook and Instagram cost-per-mille (CPM) in Italy in July 2024 (in U.S. dollars)." Chart. April 11, 2022. Statista. Accessed May 08, 2026. https://www.statista.com/statistics/1112202/facebook-cost-per-mille-italy/
Gupta Media. (2022). Facebook and Instagram cost-per-mille (CPM) in Italy in July 2024 (in U.S. dollars). Statista. Statista Inc.. Accessed: May 08, 2026. https://www.statista.com/statistics/1112202/facebook-cost-per-mille-italy/
Gupta Media. "Facebook and Instagram Cost-per-mille (Cpm) in Italy in July 2024 (in U.S. Dollars)." Statista, Statista Inc., 11 Apr 2022, https://www.statista.com/statistics/1112202/facebook-cost-per-mille-italy/
Gupta Media, Facebook and Instagram cost-per-mille (CPM) in Italy in July 2024 (in U.S. dollars) Statista, https://www.statista.com/statistics/1112202/facebook-cost-per-mille-italy/ (last visited May 08, 2026)
Facebook and Instagram cost-per-mille (CPM) in Italy in July 2024 (in U.S. dollars) [Graph], Gupta Media, April 11, 2022. [Online]. Available: https://www.statista.com/statistics/1112202/facebook-cost-per-mille-italy/
