Angie's List drops 'O'Reilly Factor' ads after initially standing by the show

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While not many people have publicly supported O'Reilly since the New York Times revealed that he had paid almost $13 million in five separate sexual harassment settlements, Trump asserted that he does not believe the allegations against the Fox News star.

The backlash is a response to a report in The New York Times that O'Reilly has paid $13 million to settle lawsuits with five women in the past 15 years.

In a statement posted on his website on Saturday, O'Reilly said he had been unfairly targeted because of his prominence. Personally, I think he shouldn't have settled ... because you should have taken it all the way.

"I think that if the public and if advertisers continue to push on their beliefs and move away from O'Reilly, then Fox News may also follow suit", said Mimi Chakravorti of brand consulting firm Landor. "The advertisers are speaking and women are speaking and I think it's going to work out - but the president shouldn't have done that".

"Bill O'Reilly has adopted a strategy of silence but the ad industry should not", said Scott Kowalchek, DirectAvenue CEO and TV advertising expert, referring to the fact that O'Reilly has not commented on the accusations in his show "The O'Reilly Factor" since the story broke. "You can't go after a woman's looks", she said.

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Advertisers are right to pull their ads from The O'Reilly Factor, but if they're serious about addressing sexual assault and harassment, that's not almost enough.

Following the report, over 45 companies pulled their ads from airing during The O'Reilly Factor.

Pillow maker MyPillow said Tuesday that while it doesn't condone sexual harassment, it has ad deal similar to Angie's List where Fox decides the show in which the ads are placed. Gomez would ultimately exit Fox News after signing a confidentiality agreement.

Prominent advertisers who have stood beside the Fox News host, at least as of this writing, include Carfax, Advil, Dish and ReddiWip.

O'Reilly ultimately agreed to pay Mackris $9 million, and the two parties issued a joint statement claiming "no wrongdoing whatsoever" had occurred.

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Bill O'Reilly is in trouble.

But major advertisers of "The O'Reilly Factor" are steering clear of the program in light of the report that first appeared in the New York Times and led the National Organization for Women and other advocacy groups to call for Fox News to fire O'Reilly.

Fox News didn't immediately respond to a request for comment.

One of O'Reilly's former producers, Joe Muto, said O'Reilly's natural instinct - indeed, a key part of his persona - is to fight back.

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