If the boycott continues to gain momentum, CBS may be forced to rethink its entire approach to political coverage. Whether or not they can salvage their relationships with advertisers remains to be seen, but one thing is clear: J.D. Vance has thrown a wrench into their well-oiled machine, and it’s going to take more than a PR statement to fix it.

For now, CBS is in damage control mode. But as more advertisers consider jumping ship, the network may find that Vance’s rallying cry of “They’re going down!” is more than just bluster.