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 has decided not to air an advertisement during Super Bowl LIX. The company said it is focusing on "providing support to the people of Los Angeles" affected by the wildfires.