BENCHMARKS · CPM
Telegram Ads CPM rates
CPM is the price per 1,000 impressions. On Telegram Ads it is auction-driven: the official floor is just 0.1 Gram per mille and the standard sponsored CPM is around €1, but by country the auction rate is far higher. Below — benchmark ranges by geo and niche, each from public agency data and ads.telegram.org. Figures are indicative and move with the auction.
The official floor
Minimum CPM
0.1 Gram per 1,000 impressions — the platform floor (ads.telegram.org).
Standard CPM
≈€1 for a typical sponsored message (≈€0.5 for politics). Source: RichAds.
Campaign budget
No official per-campaign minimum — the platform sets only a minimum CPM. Channel placements run only in public channels with 1,000+ subscribers.
CPM by country (Q1 2025 data)
The same creative costs differently country to country: in PropellerAds data auction rates run from €0.35–1.40 (Kazakhstan) to €5.25–8.00 (Spain). It is an aggregate of Q1 2025 campaigns (SMIT.Link data); the page was updated 7 May 2026.
| Geo | CPM in TON | CPM in EUR (per the source) |
|---|---|---|
| Spain | 3–4 TON | €5.25–8.00 |
| English-speaking countries | 2–2.5 TON | €3.50–5.00 |
| France | 1.5–2 TON | €2.63–4.00 |
| Italy | 1.3–1.6 TON | €2.28–3.20 |
| Arabic-speaking countries | 1.5 TON | €2.63–3.00 |
| Brazil | 1.5 TON | €2.63–3.00 |
| Kazakhstan | 0.2–0.7 TON | €0.35–1.40 |
| Uzbekistan (one interest-targeted case study) | — | €0.04 |
Values as in the source: TON and euro (the source converted TON to euro itself; we apply no rate of our own). It is last year’s snapshot, not a rate card; the Gram cabinet bills in Gram, whose rate floats. The source has no US or Germany data, and Uzbekistan is a single interest-targeted case. Source: PropellerAds, “Telegram Ads CPM and CPC rates explained”, updated 7 May 2026 (SMIT.Link data, ClickME case).
Direct channel placements (not the cabinet)
Buying a post directly from a channel admin — outside the official cabinet — is priced by the channel and runs higher in money and tech niches. CIS-market benchmarks:
| Niche | CPM (direct seeding) |
|---|---|
| Business / Finance | €15–20+ |
| IT / Tech | ≈€10 |
| Fitness | €4–6 |
| News | €2.5–3 |
| Memes | €1.5–2 |
These are direct-with-admin prices in CIS channels (PropellerAds) — a separate market from the official auction above. A specific channel’s rate tracks its real reach, ER and niche.
Three cabinets, three currencies
EUR Ads Cabinet
Billed in euros via authorized resellers. Standard CPM ≈€1; for Russia-based accounts since 28 Aug 2026 the floor is €0.6 (country/language targeting), €0.3 (Politics & Incidents), €0.75 (channels, bots, search) — per eLama. Targets geo, language, interests, channels, bots and search.
Gram cabinet
Formerly the TON cabinet: the same official Telegram Ads platform, billed in Gram and topped up via Fragment. Min CPM 0.1 Gram; deposit from ~20 Gram (per practitioners). Targets explicit lists of channels, bots and search keywords only — no geo or interests.
Stars Promotions
Stars from your own channel or bot balance pay only for ads of that channel or bot, at a 30% discount: 1 Star = $0.02 of ad credit (vs $0.013 on withdrawal). No fixed rate to Gram.
What drives CPM
Geo. The biggest multiplier is the country: in PropellerAds data the auction rate in Spain (€5.25–8.00) is several times that of Kazakhstan (€0.35–1.40). The source has no US or Germany data.
Auction. Pricing is auction-driven and indicative: more advertisers on the same channels → higher clearing CPM. EUR-cabinet geo availability also changes over time.
Niche. Money, finance and tech audiences cost more; news and memes clear cheapest — most visible in direct channel seeding.
Cabinet. The euro and Gram cabinets sell impressions (CPM); Stars from a channel or bot balance can only promote that same channel or bot.
How we source these
Figures combine the official ads.telegram.org documentation with public agency case studies (PropellerAds, RichAds, Collaborator). CPM ranges from blogs are indicative and auction-dependent. We don’t publish a total Telegram-ads market size — there is no reliable primary source for it.
Sources: ads.telegram.org · PropellerAds · RichAds · Collaborator · Bitget wiki · eLama. Data gathered 2026-05-29, floors and thresholds checked 2026-09-23, geo table — PropellerAds (Q1 2025 data, page updated 2026-05-07); ranges are indicative and move with the auction and the Gram rate.
Sources
Verified as of September 2026Cited facts
- Billing is CPM (per 1,000 impressions) via a first-price auction: the higher bid wins the impression. Source →
- Minimum CPM is 0.1 Gram in the self-serve cabinet (Telegram’s getting-started page still says “0.1 Toncoin”); in euro cabinets for Russian accounts it is €0.60 for country/language, €0.30 for politics and €0.75 for channels, bots and search since 28 Aug 2026. Source →
- CPM ranges by niche ~$0.5–6: crypto/Web3 in the Gram cabinet $0.5–1.5 (floor); competitive niches (finance, e-com) $3–6. Source →
- 13 new "bourgeois" Euro-cabinet geos with minimum CPMs: Mexico €0.35, Brazil €0.35, India €0.03, Indonesia €0.03, Nigeria €1, Turkey €1, Chile €1, Colombia €1, UAE €1, Georgia €1, Azerbaijan €1, Tajikistan €1, Armenia €1. Source →
- Mini-app CPM guides (RichAds): push-style from $1.5, embedded banner from $0.4, playable from $3, video from $3. Source →
- vs Facebook: TG CPM $0.5–6 vs FB $5–15; CTR 0.52% vs 0.35%; lower entry barrier for crypto/Web3. Source →
eLama · ads.telegram.org / eLama · ADSLY · Partneroff / vc.ru · RichAds
Live CPM percentiles by niche and geo
Cost distributions refreshed from the placement archive.
Telegram CPM — FAQ
What is the minimum Telegram Ads CPM?
The official floor is 0.1 Gram per 1,000 impressions (ads.telegram.org). For Russia-based euro-cabinet accounts, since 28 Aug 2026 the floor is €0.6 for country/language targeting, €0.3 for Politics & Incidents and €0.75 for channels, bots and search (per eLama). There is no official per-campaign minimum; a typical standard sponsored CPM is around €1.
Why is CPM in Spain higher than in Kazakhstan?
Telegram Ads is an auction: the price follows how much advertisers compete for a country’s channels. In PropellerAds data (Q1 2025) Spain is 3–4 TON (€5.25–8.00) and Kazakhstan 0.2–0.7 TON (€0.35–1.40). The source does not explain why.
How much is a direct post from a channel?
Direct placements (outside the cabinet) are priced by the channel admin, not by a CPM auction. CIS benchmarks: news/memes €1.5–3, IT ≈€10, business/finance €15–20+ — tracking the channel’s reach, ER and niche.
Did Telegram lower the €2M ad threshold?
Telegram does not publish these figures. According to resellers (eLama), a direct contract with Telegram is about €2M, including a €1M deposit. Cheap entry comes through euro-cabinet resellers (from €250–500) or the Gram cabinet (deposit from ~20 Gram per practitioners), not through a lowered direct-contract threshold.
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