This time the rumors were true, at least when it comes to the sale if not the price: e-mail service DailyCandy, the equivalent of an all-day sucker when it comes to the length of time on the block, finally has been sold to Comcast (NSDQ: CMCSA) Interactive Media for an undisclosed sum. SAI, which shares an investor with DailyCandy in Pilot Group, has a source that puts the figure at $125 million, also being reported by WSJ. Viacom (NYSE: VIA) was among those talking to Pilot but dropped out of the bidding weeks ago before the final round, according to a source familiar with the discussions. (Update: Just talked to a Viacom spokesperson, who confirmed that the company looked but dropped out of the process in early June and never made “any kind of a bid.”)

SEE ALSO: Daily Candy Exit Rumors Over the Years: The History in Links

Comcast emailed a statement from CIM EVP Sam Schwartz: “DailyCandy is a leading online brand that reaches an engaged, loyal and targeted female demographic with a unique editorial voice. They have a highly successful and differentiated advertising and business model that touches people on a very local level. We look forward to the obvious cross-promotion and content development opportunities across our CIM and Comcast brands.”

More after the jump.