O'Reilly "Dominating" Cable News

Whenever I flip through the news channels, I almost always seem to stumble across some promo ad for The O'Reilly Factor, where it says: "The O'Reilly Factor dominates cable news for 12 straight years!" (or some such thing.) And whenever I hear about how Bill O'Reilly dominates cable news, for some reason I always imagine him wearing some black patent-leather dominatrix outfit, bending over a group of competing news anchors tied up together with a TV cable, and he starts beating them with a horsewhip or riding crop, or commanding them to lick his high-heeled boots or something. Am I alone in this? He must want us to think of this, or else he wouldn't insist they claim that he "dominates" cable news, right?