Just three months ago, Media Matters called for a boycott of the show - which led to Cadillac and E-Trade pulling their ads - after Hannity's response to the protests in Charlottesville, where he turned the white supremacists acts into a diatribe against those who would, "bludgeon the president and conservatives politically". "Frankly, I think [Keurig] were victims of a group they knew nothing about", he said, referring to Media Matters. The hashtags #BoycottKeurig and #IStandWithHannity quickly emerged on Twitter.
"Thank you for your concern and for bringing this to our attention".
"While we continually strategize on where we advertise on and offline, we are not now, and will not be running TV ads on Hannity", the company wrote in a tweet, tagging Media Matters' Twitter handle to make sure the activists saw it.
The company pulled its advertising after Hannity appeared to defend Moore. On Sunday evening, he pledged to give away hundreds of coffee makers.
The choice to fuel attacks against a former advertiser is an odd one, especially for a host-and a network-that has struggled to retain many sponsors after controversy. The story, which was based on interviews with over 30 individuals, also alleges that Moore pursued other relationships with women under the age of 18 over the years.
Hannity angered some of his frequent critics by interviewing Moore after the GOP nominee was accused of sexually abusing a 14-year-old girl back when he was 32.
And while some on the left dutifully took up arms, tweeting in support of Keurig, others just seemed bemused (or amused).
Later, on his television show, Mr. Hannity said that the statement "was absolutely wrong" and that he "misspoke".
Hannity also advised his viewers and listeners not to "rush to judgment" about the allegations and speculated that Moore's alleged contact with teenagers could've been consensual.
In response, Hannity fans began tweeting out videos of them smashing or destroying their Keurig coffee machines and calling for a boycott. All the Clinton's crap & this is justice? No! District of Columbia police say Rich died in a botched robbery near his home in Washington past year. Right now we are #BoycottKeurig Send emails, call and/or post on their Twitter TL.
The host's handling of the news coverage received backlash online, and prompted Keurig along with five other sponsors to pull their ads. The website's parent company is owned by Rupert Murdoch - the head of Fox News and it's subsidiaries. The Murdochs decided that if new accusations emerged, the ongoing publicity would make O'Reilly "untenable in advertisers' eyes", The Post's Paul Farhi reported.