Ahead of Super Bowl LX, prediction market platforms Kalshi and Polymarket have released contracts on the ads that will be featured during the game.
For Polymarket, the contracts offered are only “Yes/No” bets. However, for Kalshi, the markets are more complex, including which celebrities will appear in the ads.
According to CNBC, these markets have sparked controversy over the high cost of Super Bowl commercials amid rising viewership.
Last year saw 127.7 million viewers, with broadcaster Fox generating around US$7.5 million per 30-second advertisement slot.
While regular sports-prediction markets are based on unknown events, such as the winning team in a game, these new markets differ because many employees at companies will be aware of which ads are running.
