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State Farm, the largest property insurer in California, has canceled its Super Bowl ad because it is focused on responding to the "tragedy" of the LA fires.
The insurance giant revealed its decision to Ad Age on Wednesday amid California's deadly wildfires, which have killed at least 24 people, according to the California Department of Forestry and Fire Protection (Cal Fire).
Newsweek has contacted State Farm via email for comment.
Why It Matters
One of the long-reaching consequences of the raging wildfire crisis is a reshaping of the home insurance landscape, illustrated in State Farm's decision to forego one of the most coveted advertising spots in the U.S.
What To Know
State Farm said its "focus is firmly on providing support to the people of Los Angeles" during the California wildfires.
The firm said it has received more than 7,400 home and auto claims and expects these claims to continue to increase.
State Farm has previously faced criticism after it canceled hundreds of homeowners' policies last summer in Pacific Palisades—the same area that is now being ravaged by a devastating wildfire.
The company said the decision was made to avoid "financial failure" as the frequency and severity of wildfires is growing in the Golden State, especially in at-risk zones.
"Our number one priority right now is the safety of our customers, agents and employees impacted by the fires and assisting our customers in the midst of this tragedy," a spokesperson told Newsweek at the time.
What People Are Saying
A State Farm spokesperson said: "State Farm, its agents and employees are all focused on helping customers impacted by the Southern California wildfires in the midst of this tragedy. Our focus is firmly on providing support to the people of Los Angeles. We will not be advertising during the game as originally planned.
"We are proud to report that our customer contact is at 90%. We've received over 7,400 home and auto claims, and we are putting tens of millions of dollars back into customers' hands. These numbers will continue to rise as residents return and assess damage."
This week saw California Governor Gavin Newsom issue an executive order to expedite the creation of temporary homes and protect against price-gouging rents and hotels.
He said in a statement: "As thousands of Los Angeles residents have been faced with sudden displacement, the state is taking decisive action to help provide housing and assistance as quickly as possible. Today, we are expediting the creation of new temporary housing by removing roadblocks and strengthening protections against exploitation."
What Happens Next
State Farm's Super Bowl spot is sure to be filled as Fox, the channel broadcasting the event, will have an existing waiting list in the event of cancellations.
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About the writer
Jordan King is a Newsweek reporter based in London, U.K. Her current focus is on religion, health, food safety and ... Read more