Actually, while I'm not a lawyer, I am a law student (though this is not legal advice, retain your own counsel, etc.), and it's actually even less than that. Under most circumstances, contract violations provide for damages ONLY. I believe the 3x damages bit you're remembering is for RICO violations, which I doubt would apply here (however, I haven't studied RICO, so I honestly don't know). Had the guy been unable to find anyone else willing to run the same deal, he'd have an argument for expectation damages (damages for not receiving the benefit he expected from the ad), but since he ended up getting the same deal from someone else, there were no real damages.
This sounds shocking to a lot of people, I know, but the courts generally view contract violation as a value-neutral situation. Courts refuse to "punish" breachers, their only interest is in making the other party whole (and even then, only if the party has done everything they can to mitigate their own harm). Again, in this case he was able to go to someone else and get the same deal, so the only conceivable harm is the trivial amount of time and effort to approach a competitor and ask them for the same deal. The courts are not your daddy, here, where you run to them crying "but he promised!" You're expected to be an adult, do your best to solve the problem yourself, and turn to the courts only to resolve any real material harm you suffer from the contract breach.