ADWEEK Brand Advantage: Prediction Markets Grabbed Midterm Attention. Super Bowl Is Their Next Test

In mid-October, a Times Square billboard displayed the odds of Democrats winning the Senate in the U.S. midterm elections. The sign didn’t belong to a polling firm or cable broadcaster; it was an ad for prediction platform Kalshi. The poster was a glowing reminder of how prediction market platforms—which let traders buy and sell ‘yes’ or ‘no’ contracts on a range of outcomes—are going mainstream.Kalshi’s rival Polymarket went big on marketing in October too, and so far the ROI looks good for both. A Washington Post analysis found that combined, the…