In the first quarter of 2020, Twitter's advertising cost-per-mille (CPM) stood at **** U.S. dollars, up from **** dollars in the corresponding quarter of 2019. In 2020, Twitter's ad revenue amounted to **** billion U.S. dollars.

Survey of 250 businesses on how much they spend on X advertising and their X advertising costs

As of October 2021, the cost-per-mille (CPM) of YouTube ads stood at **** U.S. dollars. Among the social networks presented in the data set, Pinterest had the highest CPM, with ** dollars, whereas Twitter had the lowest CPC with **** dollars.

The cost-per-mille of advertising on social media was **** U.S. dollars in the fourth quarter of 2024. In other words, advertisers had to pay this much to have their ads viewed by a thousand potential customers. Social media CPM is usually higher in the final quarters of each year. The surge in costs is prompted by increased demand for advertising space during pre-Christmas time, as brands compete for a share of the typically high consumer spending. Is social media advertising profitable? According to recent calculations, social media impression numbers have improved year-on-year by close to ** percent, which means that more and more advertising is viewed by social network users. However, this is mainly true for more passive types of ads such as video or stories. When it comes to traditional forms of advertising on social media the situation is reversed – clicks and clickthrough rates are decreasing. It might be because of this ever-changing environment that global marketers are divided on whether or not they are able to measure social media marketing ROI.

From 30th of August 2012 to 30th June 2013 we collected 2,489,669 observations by querying the Twitter Firehose for Tweets containing at last one of the following hashtags: #ballarò or #ballaro, #portaaporta, #agorarai, #ultimaparola, #serviziopubblico, #inmezzora, #infedele or #linfedele, #ottoemezzo, #omnibus, #inonda, #piazzapulita. All the selected hashtags are either official (e.g. advertised on the official Twitter channel of the program or during the TV show) or the most frequently used hashtag related to one of the eleven political talk shows aired by the Italian free-to-air broadcasters during season 2012/2013.The dataset was acquired via DiscoverText GNIP importer. In other terms, this dataset is a complete collection of all the Tweets related to the political talk shows TV genre during the entire season 2012/2013. From this raw dataset we extracted 1,889,585 observations (76% of the whole dataset) corresponding to Tweets created during the airtime (plus 15 minutes) of each episode (N=1,077) of the shows. For each aired episode we extracted the following metrics: number of Tweets created during the airtime, the number or replies, reTweet and original Tweets - Tweet-(ReTweet+Reply) -, the number of unique contributors, the reach (total sum of followers for each non unique contributors), the average rate of Tweets (TPM) and contributors (CPM) per minute, the ratio between unique contributors and average audience. For each episode, we also collected the average audience and rating as estimated by Auditel. The process is described at https://medium.com/next-media-society/58d824ac26c6. A working paper with even more details is available at http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2306512.