The Show Sucked': Kayak on Why it Yanked its Ads from 'All-American Muslim

Travel website Kayak, the second company to be publicly identified as having yanked their advertisements from the TLC reality show "All-American Muslim," apologized Wednesday for how it dealt with the situation.

"We handled this poorly," read the statement from Kayak chief marketing officer Robert Birge in an explanation of why they pulled their support. "We would not want anyone to think that we caved to hatred."

Kayak confirmed it would no longer be advertising after it was listed on the conservative Florida Family Association's website as one of the more than 60 companies boycotting the show. Hardware giant Lowe's also sparked massive controversy over the weekend with its decision to pull its advertisements from the show, which chronicles the lives of several Muslim-American families living in Dearborn, Mich.

But Birge insisted the show's subject matter wasn't the reason it chose to stop advertising. Instead, he said it was because of the way TLC misrepresented the show to advertisers. While Kayak "deemed the show a worthy topic," he blasted TLC's handling of it.

"[A]ny reasonable person would know that this topic is a particular lightning rod. We believe TLC went out of their way to pick a fight on this, and they didn't let us know their intentions," he said. "That's not a business practice that generally gets repeat business from us."

Birge also tried to soften the decision by saying the company wasn't necessarily "pulling" their advertisements, but rather choosing not to renew their campaign when the show returns in January.

Other companies, including Campbell Soup and Sears Holdings -- which owns Sears and Kmart -- disputed the Florida Family Association's claims they withdrew their ads in protest of the show's content, the New York Times reported.

"Unfortunately, this decision comes across as bending to bigotry. It also appears that we did not support people who deserve support as people and as Americans," Birge said. "For that, I am profoundly sorry."

"Lastly, I watched the first two episodes. Mostly, I just thought the show sucked," he said. "Based on our dealings with TLC and the simple assessment of the show, I decided we should put our money elsewhere. Apologies again."