Home » USI Wireless » Recent Articles:

Comcast Bans Twin Cities Wi-Fi Upstart’s Ads After Pointing Out Comcast CEO’s Salary on Billboards

USI Wireless' TV Ad was rejected by Comcast

“Our competitor’s CEO made $27 million last year. Ever wonder why you pay so much for Internet?”

That question is posed on an enormous billboard over downtown Minneapolis.  It comes courtesy of US Internet of Minnetonka, a tiny wireless provider competing against Comcast in Minneapolis.  The Wi-Fi upstart has taken center stage in another dispute with Comcast that threatens to have national implications.

For US Internet, the cable giant is already big enough to throw its weight around, because the Wi-Fi competitor has been notified it is not going to get its television ads seen by Comcast subscribers.

That struck Joe Caldwell, CEO of USI Wireless, as anti-competitive.

“I spent thousands of dollars to get this ad produced, and now Comcast won’t run it,” Caldwell told the Minneapolis Star-Tribune. “I think maybe they’re mad at me because I said the CEO of Comcast made too much money.”

Although Caldwell’s billboard only names Comcast in fine print, barely visible from Minneapolis streets, his company’s door-hangers are more direct:

“We at USI Wireless would like to congratulate Qwest & Comcast for both having sports arenas named after them. Ever wonder why you pay so much for Internet?”

Comcast told Caldwell it could not run his ads because they are a competitor.

USI Wireless charges $14.95 a month for wireless access across the city.  Comcast charges between $40-115 for its standalone broadband service.

It’s not the first ad controversy for USI, which irritated some residents back in May with some edgy billboards featuring a woman some described as a prostitute next to big, bold print: “Fast, Cheap, and Satisfaction Guaranteed.”

USI got into some controversy with its earlier billboards, which raised more than a few eyebrows.

Caldwell’s television ad features Fancy Ray McCloney, head of Minneapolis-based ad agency Chocolate Orchid Productions, as its pitchman, loudly asking, “Why pay $30 to $60 a month when you can get the same quality service for as low as $14.95?”

McCloney adds salt to USI’s wounded bank account because, as he tells it, it was Comcast that invited him to produce the ad and get it running on the system.  McCloney claims a Comcast advertising representative contacted him after seeing the billboard and invited USI to buy TV advertising.

“They saw the billboards, and they asked if they could get some of that advertising business on Comcast cable,” McCloney told the Star-Tribune.

After Caldwell spent $7,500 producing the TV ad, Comcast now says it cannot run on their system.

A local Comcast spokesperson told the newspaper he didn’t know if McCloney’s story was true or not.  A national spokesperson for the cable company said Comcast decides on a case-by-case basis whether to take advertising for services that compete with Comcast.

The dispute threatens to have national implications as Comcast pushes to have its merger with NBC-Universal approved.

With ownership of additional broadcast outlets, would-be competitors to Comcast could find themselves banned from advertising on broadcast stations with ties to the cable operator.

USI Wireless’ “banned” TV ad, which makes no mention of Comcast by name, or the current controversy.  (1 minute)

Search This Site:

Contributions:

Recent Comments:

  • Elbert Davis: This is absolutely breathtaking in regards to the arrogance of the bill. Byron and the lobbyists/monopolies left absolutely nothing to chance. Kudos...
  • Roger: I wasn't aware of Esquire being spawned from Style, but I do remember that it was positioned as the replacement for G4, which catered to those interes...
  • Paul Houle: My take is that a "wireless recession" will soon be at hand. There are a number of stories talked about on this site that, I think, are connected w...
  • Keanyn Gray: frontier every month for the last 8 month for incorrect bills amounts, each time they tell me they will correct credit my bills to the agreed amount ...
  • JayS: Channels, before they were removed from Tv and used to start the cellular telephone networks, went up to 83. Due to technology limitations, UHF (...
  • Josh: As near as I can tell we've had broadcast TV spectrum stolen from us TWICE. (Once during the NTSC to ATSC transition, but apparently once before that...
  • Phillip Dampier: The retention staff in Syracuse actually stopped handling those types of calls in early 2016 and referred everyone to the national customer retention ...
  • T Nelson: I am a Twc customer in the Rochester, NY area. In November my special promotion program ran out. In the past I had dealt with a retention specialist...
  • Milan Gohil: Thank you for publicizing my ordeal, Phillip! I hope this report opens the eyes of consumers and Spectrum executives!...
  • LG: They should be taken into Federal receivership. They only care about cell phones, so we need to take that away from them. Make it a requirement to m...
  • Joe V: Six months ago I moved from San Francisco to southeastern Massachusetts 30 miles south from Boston. It is pathetic that on one side of my town they ...
  • Matt K: Does that 23% on fiber count only true FTTH or are they also counting crap like AT&T's Uverse?...

Your Account: