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Sweeney Ad Sparks Outrage, Boosts Prediction Market
23 Sep
Summary
- Sydney Sweeney's ad for Novig caused a significant social media stir.
- Novig experienced a 151% increase in Instagram followers post-ad.
- The prediction market Novig is still smaller than competitors like Kalshi.
Sydney Sweeney's recent advertisement for the prediction market Novig has generated considerable attention and controversy. The ad, featuring Sweeney scantily clad and surrounded by sporting equipment, drew criticism from athletes who deemed it inappropriate and inauthentic. This online furor led to a temporary decrease in Sweeney's Instagram followers, but she quickly regained and surpassed her previous count.
Simultaneously, Novig experienced a notable surge in attention. Its Instagram following grew by 151%, and U.S. Google search interest briefly eclipsed competitors like Polymarket and Kalshi. This increased visibility occurred during the opening week of the NFL season.
Despite the buzz, Novig remains a smaller player in the prediction market industry. During a specific week in September 2026, Novig's notional trading volume was approximately $317 million. This is significantly less than competitors such as Kalshi, which recorded $13.6 billion, and Polymarket, with $1.9 billion in volume for the same period.
The prediction market industry itself has faced scrutiny, with past controversies involving figures like George Santos and marketing practices by Polymarket. While the fallout from Sweeney's Novig ad was significant, it generated less online discourse than her previous American Eagle campaign, based on Wikipedia pageview data.
