Checking in on your YouTube Analytics, especially if you’re relatively new to YouTube, might come as a bit of a shock at the end of January. It’s likely you’re going to see a dip in your average YouTube CPM, with lower than expected numbers being reported.
This is 100% normal.
While CPMs vary throughout the year (even slightly), the most significant difference historically occurs between December and January. And here’s why:
CPM means “Cost Per Mille”, the price that advertisers pay for 1,000 impressions of their advertisement. The price being paid is dependent on the amount of competition in the advertising. This is usually highest in December, both because of the holidays and because it marks the end of annual advertising budgets.
While the months leading up to the New Year offer plenty of opportunities advertisers love to capitalize on – from Halloween, to Thanksgiving, to Christmas – January just doesn’t have much to offer.
With the lack of holidays, coupled with many advertisers still nailing down their budgets for the new year, the industry just isn’t running as many ads.
Now for the good news.
Everything soon bounces back! Valentine’s Day is just around the corner followed by the historically strong Q2 and Q3 spring and summer months, bringing CPMs right back up to or higher than they were before.
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