State Farm has decided not to air ads during Super Bowl LIX next month.

“Our focus is on supporting the people of Los Angeles,” a company spokesperson told FOX Business on Thursday. “We will not be advertising during the game as originally planned.”

State Farm announced in March 2024 that it would end coverage of 72,000 home and apartment policies in California during the summer. (John Greim/LightRocket via Getty Images/File)

The insurance company's decision was first reported by Ad Age Los Angeles area It has been battling wildfires that have killed at least 25 people since January 7. The Palisades Fire, the largest blaze, damaged or destroyed 5,000 buildings alone.

Super Bowl LIX will take place on February 9 in New Orleans. Advertising spots during the championship game are highly sought after every year.

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State Farm and its agents and employees are “all focused on helping customers affected by the Southern California wildfires in the midst of this tragedy,” a State Farm spokeswoman said.

“The State Farm serves more than 8 million customers in California — more than any other insurer — and we've been doing it for nearly 100 years,” a spokesperson told FOX Business. to help clients recover – whether they're in Los Angeles or across the country.

The insurance company had filed more than 7,850 home and auto claims as of Thursday morning and “put nearly $50 million back into the hands of customers,” a spokeswoman said. He expects the numbers to rise “as residents return and assess the damage.”

More than 1 million homes and 4 million vehicles in the Golden State are insured by State Farm, including 250,000 homes and 880,000 vehicles in Los Angeles County, according to the company.

State Farm has announced it will end coverage in March 2024 72,000 home and housing policies in California in the summer. The company cited inflation, regulatory costs and increased disaster risk for its decision, and had previously stopped accepting new applications in the state.

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Earlier this week, the company said homeowners in the Los Angeles area with policies “on the books” affected by the Jan. 7 wildfires would receive policy renewal offers, putting the brakes on the “homeowner non-renewal notification process.” in flaming areas.

Three of the active wildfires in the Los Angeles area have been burning for more than a week. Those blazes — the Palisades, Eaton and Hurst fires — were 22%, 55% and 98% contained as of Thursday afternoon, respectively, according to Cal Fire. Another fire that started Monday in Ventura County is 85% contained.

A firefighting plane lands on the Palisades Fire in the Pacific Palisades neighborhood of Los Angeles on January 7. (Brian van der Brug/Los Angeles Times via Getty Images)

This image shows the destruction of the Palisades Fire in the Pacific Palisades neighborhood of Los Angeles on Saturday. (Axelle/Bauer-Griffin/GC Images/Getty Images)

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The four fires burned about 38,700 acres.

Eric Revell contributed to this report.