The article
The Annual CPM Calendar
CPMs aren't random. They follow predictable patterns based on advertiser demand. Understanding this calendar is the difference between efficient spend and wasted budget.
Q1 (January-March): The Efficiency Window
CPMs drop 20-30% after Q4's peak. This is the best time to:
- Test new creative concepts at lower cost
- Build audiences for later scaling
- Launch new products when competition is lowest
- Invest in top-of-funnel awareness
Q2 (April-June): Steady State
CPMs normalize. This is your "business as usual" quarter:
- Scale what's working from Q1 testing
- Mother's Day and Father's Day spikes (plan creative 3 weeks ahead)
- Summer planning for seasonal products
Q3 (July-September): Pre-Q4 Preparation
CPMs start rising in September. Critical actions:
- August: Last chance for cheap testing
- September: Begin Q4 creative production
- September: Scale prospecting to build retargeting audiences for BFCM
Q4 (October-December): Peak Season
CPMs spike 40-60% above baseline. Strategy shifts:
- October: Ramp spend gradually
- November: BFCM concentration (see our Black Friday playbook)
- December: Gift-focused messaging, shipping deadlines create urgency
Budget Allocation by Quarter
- Q1: 20% of annual budget (efficiency-focused)
- Q2: 22% (steady scaling)
- Q3: 23% (pre-Q4 ramp)
- Q4: 35% (peak revenue opportunity)
