Thanks D! I'm actually really pleased with my back (despite not cracking the lat spread!) it's my fav bodypart, nothing says "STRENGTH" better than a broad back IMO (well maybe a big ole neck...)
Ok so this is what I gather, you need to bend over more (still keep back flat) so you pull a bit more up and back then just back. Also worth noting that you are using a underhand grip which is going to shift focus a little more on your lower lats which most people don't feel as much as the rest of their back. If you go to an overhand grip you should feel the focus change a bit. Also, I am a fan of pendlay rows more than Yates rows and I def feel them a lot more, both overhand and underhand grips.