A version of this article first appeared in the CNBC Sport newsletter with Alex Sherman, which brings you the biggest news and exclusive interviews from the worlds of sports business and media. Sign up to receive future editions, straight to your inbox.
For many Americans, the best part of the Super Bowl is the commercials. This year, you can make — or lose — money on them, too.
Prediction market platforms Kalshi and Polymarket currently have contracts open on which companies will run ads during Super Bowl 60, set for Feb. 8 in Santa Clara, California. Users can trade on if Salesforce or Verizon or Coca-Cola will have a Super Bowl spot this year, for example.
While Polymarket’s trades are just a “Yes/No” bet, Kalshi has a few predictions that are a bit more nuanced, such as, “Who will appear in a big game ad before Feb 9, 2026?”, with trades available for Sydney Sweeney, Timothée Chalamet and Harry Styles.
It’s a new wrinkle for the advertising industry’s biggest night. The price of Super Bowl commercials goes higher and higher each year as the Super Bowl’s TV audience keeps rising. Last year’s game was watched by 127.7 million viewers, a record high. That game, broadcast by Fox, generated about $7.5 million per 30-second spot, with 10 or so ads commanding more than $8 million.
