HITTING BECK WHERE IT HURTS…. Apparently, GEICO has seen enough, and has become the fifth advertiser to drop its sponsorship of Glenn Beck’s Fox News program. ColorOfChange, which began lobbying Beck sponsors after the media personality attacked President Obama as “a racist” who harbors a “deep-seated hatred for white people,” issued this press release:

“On Tuesday, August 4, GEICO instructed its ad buying service to redistribute its inventory of rotational spots on FOX-TV to their other network programs, exclusive of the Glenn Beck program,” said a spokesperson for GEICO Corporate Communications in an email to ColorOfChange.org. “As of August 4, GEICO no longer runs any paid advertising spots during Mr. Beck’s program.”

“We applaud GEICO and all of the other companies who have stepped forward to pull their ads from Glenn Beck,” said James Rucker, executive director of ColorOfChange.org. “Beck’s rhetoric is dangerous to the fabric of our democracy, and we are heartened that so many big companies feel the same way. We won’t stop here — we’re going to continue our fight to see that as many of Beck’s advertisers pull their support as possible.”

While this lends itself to a variety of bad jokes, I’m partial to Tom Schaller’s: “It was really so simple a decision, even a caveman insurance executive could make it.”

On a more serious note, good for Geico. Especially in light of some of Beck’s latest insanity, I can’t imagine why any credible business would want anything to do with this clown.

Which segues into the next point. Media Matters released a new video today, noting that there are still some very high-profile companies — Walmart, State Farm, Red Lobster, and Travelocity — paying considerable sums to sponsor Beck’s unhinged program. Which will be the next to follow Geico’s lead?

Steve Benen

Follow Steve on Twitter @stevebenen. Steve Benen is a producer at MSNBC's The Rachel Maddow Show. He was the principal contributor to the Washington Monthly's Political Animal blog from August 2008 until January 2012.