California’s largest insurer said it won’t run a commercial during the Super Bowl, saying it must help its customers first. The optics matter too, since many homeowner policies were canceled before the blazes,

State Farm said it was backing out of its plan to air an ad during the upcoming Super Bowl due to the wildfires in Southern California.

State Farm often runs commercials during NFL games, but the insurance company won’t have an ad presence during Super Bowl 2025 in the wake of the fires that have devastated the Los Angeles