Viamedia’s long-running antitrust fight against Comcast is officially heading to court. A U.S. federal judge in Chicago has denied Comcast’s motion for summary judgment, allowing the independent ad sales company to bring its claims before a jury next October.
The ruling, issued by Judge Sharon Johnson Coleman of the U.S. District Court for the Northern District of Illinois, marks a major turning point in a legal saga that has spanned nearly a decade. The decision, first filed under seal on October 14, 2025, was made public last week, and a trial date has now been set for October 5, 2026.
A Case Rooted in Market Access and Competition
Viamedia, which provides advertising sales representation for local cable TV providers, has accused Comcast of anti-competitive conduct—specifically, restricting its access to advertising “interconnects,” the systems that allow advertisers to buy ad space across multiple cable networks in local markets.
The company claims Comcast’s actions effectively shut out independent competitors, hurting smaller operators and reducing options for advertisers. Viamedia is seeking both injunctive relief—to ensure fair and open access to Comcast’s ad networks—and monetary damages between $303 million and $387 million.
Judge Coleman’s ruling not only clears the path for a full trial but also rejects Comcast’s attacks on Viamedia’s legal theories, excludes some of Comcast’s expert opinions, and allows Viamedia’s experts to testify in full.
Backed by the DOJ and a Prior Appeals Court Win
The decision aligns with earlier opinions from higher courts. In 2020, the Seventh Circuit Court of Appeals ruled in favor of allowing the case to proceed, and in 2021, the U.S. Supreme Court declined to hear Comcast’s appeal, following a recommendation from the Department of Justice.
This continued momentum suggests that the judiciary views Viamedia’s allegations as credible and worthy of full examination—a notable outcome in an era when major media conglomerates face increasing scrutiny over competition practices.
Viamedia’s CEO: “It’s About Fair and Open Competition”
“This case continues to be about ensuring fair and open competition,” said David Solomon, CEO of Viamedia. “We remain committed to providing choice, innovation, transparency, and access for advertisers and local cable television providers across the country.”
Solomon emphasized that the company will continue to support clients across TV, digital, and cross-platform advertising, positioning itself as a champion for independent ad players in an increasingly consolidated market.
“We look forward to presenting our case and reaffirming the importance of independent players in driving linear TV and digital advertising innovation,” Solomon added.
The Bigger Picture: Antitrust in the AdTech and Media Ecosystem
The Viamedia–Comcast case highlights a broader concern within the adtech and media industries—the balance between platform consolidation and market fairness. As digital and linear ad markets converge, control over interconnects and inventory access could determine who gets to compete and who gets left behind.
If Viamedia prevails, it could set a precedent for how independent ad firms negotiate access to major network infrastructure—an issue increasingly relevant as streaming and connected TV reshape advertising economics.
What Comes Next
The jury trial, scheduled for October 2026, will likely attract industry-wide attention. Beyond potential damages, the outcome could reshape competitive standards for local TV and digital ad sales—and test whether legacy cable giants can maintain dominance in an era shifting rapidly toward open, data-driven advertising ecosystems.
