A Kentucky-based firm devoted to omnichannel advertising tech opportunities for marketers and advertisers interest in visual brand messaging is celebrating the decision of an Illinois Federal District Court Judge to proceed with an antitrust case against one of the nation’s biggest MVPDs and its spot cable arm.
In a memorandum opinion and order released by Judge Sharon Johnson Coleman of the U.S. District Court for the Northern District of Illinois’ Eastern Division, “unlawful tying” in violation of Section 2 of the Sherman Act will be considered as a claim against Comcast Spotlight by Viamedia, which has been engaged in a lengthy legal tussle with the MVPD giant.
Viamedia charges Comcast Corp. and its spot TV arm are engaged in monopolization of the market for advertising representation services in Chicago, Detroit and Hartford. As such, Viamedia, which acts as an ad rep to MVPDs, believes it is entitled to monetary damages, as well as “equitable relief.”
Specifically, Viamedia seeks damages totaling $303.2 million to $387.3 million.
Coleman believes there’s merit in Viamedia’s claims. And, it can use former FCC Commissioner Dr. Harold Furchgott-Roth’s “No Economic Sense” test, with the judge ruling that the noted economist’s information is “timely” — denying a request from Comcast to exclude it.
Coleman’s denial of Comcast’s motion for summary judgement came on October 14. However, it was initially issued under seal and is now public.
What’s next in this long-running legal saga? A year-long wait, as Coleman’s court set a trial date for October 5, 2026.
“This case continues to be about ensuring fair and open competition,” said Viamedia CEO David Solomon. “We remain committed to the same principles that have guided our business for more than two decades — providing choice, innovation, transparency, and access for advertisers and local cable television providers across the country. We look forward to presenting our case and reaffirming the importance of independent players in driving linear TV and digital advertising innovation and value for advertisers and consumers.”
