Thomas Wilson
Analyst · Bank of America
First, with respect to the ad budget. Let me go way up for a minute, and then swoop down to the ad budget, with the caveat that I'm not going to tell you exactly what we spend, because I care less that you know, but I care a lot that Progressive and GEICO know. So first, we decided we wanted to broaden our approach to the marketplace, make the brand a little more contemporary, and that we're going to spend more money, and we needed a -- we couldn't continue to run just one campaign, which was the Dennis Haysbert campaign, because it wears out, people get bored watching the same commercial all the time. So we came up with the Mayhem concept, which is very important, because it's about value. And the tagline at the end, dollar for dollar, nobody protects you better than Allstate, is because we want people to understand that it's not just about price, that's because that campaign is really targeted towards the core group of customers that come to us, which are personal-touch loyalists. These are people who want advice, want a local presence, want to buy multiple things from one company, and it's a portion of the market, where we overindex in our share. And so it makes us more contemporary and calls into question for those people. The contemporary piece and the kind of funny nature of it also happens to appeal to the other end of the spectrum, which is a self-directed, price-sensitive people, and who don't really care as much about local presence, don't want as much advice, more willing to do it on the web and do it through the call centers. So It happens to be kind of a one-two punch for us, it strengthens our existing programs, as well as broadens and makes us more contemporary. We like it. It's working. If you look at our quotes on our new business, it's way up. And so we're liking the results of that. We will continue that one-two punch, as we continue to try to serve both segments of the market with this value proposition. And I would expect we'll probably spend about the same amount of money this year as we did last year. The question on weather, who knows. It's February, whatever it is, 10 or something like that. It's been a dicey January. The bad news is there's been all kinds of bad weather. The good news is sometimes in this bad weather, people aren't driving. And then the question is how quickly does the weather get over? Does it turn into ice dam problems on houses? Does it turn the ice on roads and the people slip and crash into everybody when they believe it's safe to drive? I have no way of predicting what we'll do in the third quarter. And then in California, Joe can answer that question.