NOW released a strongly worded statement in the wake of the Times report, condemning O’Reilly for “a pattern of predatory, misogynistic behavior” and excoriating the “larger culture that condones the harassment and objectification of women at Fox News,” while Color of Change focused on the advertisers themselves.

Rashad Robinson, that group’s executive director, argued that corporations could be convinced to take a stand against someone like O’Reilly. “All of our campaigns reach out behind the scenes,” he said, “to the CEO’s office, the diversity office, to corporate communications. We explain our position, we ask for a conversation, and make clear what our demand is … We work inside the corporation, figuring out who is our ally.”

I asked him how hard it was to convince skeptical advertisers that it was in their best interest to distance themselves from someone like O’Reilly, who remains extremely popular, if largely among a certain slice of the electorate.

“You need to create a narrative for corporations—that they can’t have their brands next to Bill O’Reilly,” he told me.

Perhaps, in this case, the narrative—alleged serial sexual harasser—was evident enough. But if not, different pressure could always be applied. “Our goal is to help any corporation that decides to be next to this dangerous predator to be as visible as possible,” Robinson said.

The present O’Reilly campaign resembles efforts like #GrabYourWallet—a consumer-driven movement that aimed to convince large retailers like Nordstrom to discontinue carrying Ivanka Trump’s line of clothing as a form of resistance against the Trump administration. (Nordstrom insisted its decision to drop the line was due to weak sales.)

Shannon Coulter, the co-founder of that campaign, said that the effort to target O’Reilly’s advertisers signaled that “we are at a cultural crossroads—attention is heightened, from the October release of the Trump tapes through the Women’s March. This is all happening in the broader context of disrespect coming out of the White House and coming out of our culture.”

Consumers, she said, “are willing to be more proactive about changing this.”

But can progressively minded activists actually upend a conservative media juggernaut? O’Reilly in particular poses a tricky problem. To begin with, The O’Reilly Factor pulled in an estimated $446 million in ad revenue from 2014 through 2016. While advertisers may be cool to the host in the heat of this present battle, it’s a lingering question as to whether they can be convinced to stay away from O’Reilly in the medium- and long-term. Without sustained pressure, the effort to pressure Fox to do something about its thus far hugely lucrative hour of programming may fall short.

“We have to make it not worth it,” Robinson said, explaining that his group intended to activate its membership base of 1.2 million people to monitor the airwaves and see which advertisers return the Factor fold. “We are going have to be engaged in the long run. We are going to have to track and leverage our member volunteers—to tape the show, to TiVo it.”