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Prediction markets company Kalshi will feed its real-time data into CNBC and CNN networks as a result of separate media partnerships announced in recent days.
These deals provide two distinct opportunities for Kalshi to increase its brand awareness nationally across cable television.
CNBC viewers in Pennsylvania and across the country will reportedly be able to see prediction market information on its programming, including odds on whether the Federal Reserve will raise or lower interest rates. Other prediction markets may also be available. Reportedly, CNBC will add a scrawl to the bottom of some of its shows with branded Kalshi data feeds.
According to reporting by Axios, the CNN deal includes a similar “bottom screen scrawl” element. CNN will access Kalshi’s predictions market data via an API (Application Programming Interface) and run the predictions content in a scroll during some of its programs. CNN will also be permitted to feed the Kalshi data to its website.
Kalshi seeks more exposure
The deals are different in that Kalshi will receive branding on-screen from CNBC, something that is not evidently in the partnership with CNN.
Both CNBC and CNN attract viewers often interested in real-time financial data. Prediction markets, while still an unfamiliar commodity to many, are becoming more popular for broadcast networks seeking content. According to AdWeek, CNN is the third-most watched news program on cable television, and CNBC has one of the most-watched finance programs in “Fast Money Halftime Report.”
Kalshi CEO Tarek Mansour characterizes the CNBC partnership as “the next evolution: moving from data about what’s happening now, to real-time forecasts about what’s happening next.
“Kalshi’s data will serve as a powerful complement to CNBC’s reporting and help people stay better informed about the world around them.”
CNBC is welcoming new content for its channels, said CNBC President KC Sullivan.
“Prediction markets are rapidly shaping how investors and business leaders think about important events.”
Some states with sports betting pushing back on prediction markets
Prediction markets are a new product that offers an alternate online “betting” experience. These markets have been approved by the federal government via the Commodity Futures Trading Commission.
The feds view prediction markets as a commodity market, but many states with sports betting markets are kicking back at that view, including Pennsylvania.
But despite the uncertainty over prediction markets, Kalshi has emerged as one of the leading companies in the industry.
