"I'd rather not do this," Hannity said, announcing his support for the cause on his nationally syndicated radio program. He said "the left has caused this."
Hannity over the course of the previous two weeks peddled a baseless theory that suggested slain Democratic National Committee staffer Seth Rich was the person who provided thousands of internal emails to Wikileaks, and was murdered in retribution for the leak. There is no evidence to support this assertion and Fox News retracted a previous story related to the claim.
Hannity's advancement of the theory resulted in the group Media Matters posting a list of his advertisers on its website. The group did not directly call for a boycott, but several businesses dropped his show after being contacted by their customers.
On Tuesday, a group called the Media Equality Project decided to use the same tactic against Maddow, posting a list of her advertisers online. Brian Maloney, the co-founder of the organization, told CNN the aim was to "give the other side a taste of the same thing," though he insisted he wasn't calling for a boycott.
Hannity, who also said on radio he was not explicitly calling for a boycott, tweeted about and spent much of his radio show expressing support for Maloney's cause.
"I don't see any other option but to fight fire with fire and that is why I support them," he said on radio.
He added, "I want to be clear. It's not a boycott. They are just relaying information like [Media Matters]."