State Farm is forced into humiliating Super Bowl U-turn after LA wildfires... and the cost is immeasurable

State Farm has pulled its commercial from next month's Super Bowl broadcast after receiving fierce criticism following the outbreak of the Los Angeles wildfires. State Farm has pulled its ad from next month's Super Bowl broadcast amid the LA wildfires The insurance firm has sparked outrage for cancelling fire policies before the inferno broke out 'State Farm, State Farm agents, and our employees are all focused on helping customers impacted by the Southern California wildfires in the midst of this tragedy,' the company said in a statement after the humiliating U-turn. The decision undoubtedly comes as a major financial blow for State Farm given the Super Bowl is the most-watched annual event on television, with an average of more than 123 million viewers tuning in for last year's game between the Kansas City Chiefs and the San Francisco 49ers. State Farm insists its 'focus is firmly on providing support to the people of Los Angeles' The company's 2024 Super Bowl ad featured Arnold Schwarzenegger and Danny DeVito The Super Bowl is the most-watched annual TV event, with 123 million tuning in last year According to the Wall Street Journal, the insurance firm has spent $23.2m on national linear TV since January 1; including $12.2m on NFL playoff games through January 11-13, which regularly draw some of the largest TV audiences after the Super Bowl.