Updated 5:12 p.m. | Former game show host Bob Barker will endorse GOP lobbyist David Jolly in a television ad on Thursday that will air during a special episode of "The Price is Right."
"Because with Jolly, the choice is right," says Barker in the spot.
http://www.youtube.com/watch?v=j5CdI0acFX4will make a special appearance on his former show that day to celebrate
Jolly, a Republican, is running in a special election to replace the late Rep. C.W. Bill Young, R-Fla. He faces GOP state Rep. Kathleen Peters in the Jan. 14 primary.
Barker and Jolly have worked together for the past decade on various causes, including "honoring our Nation’s veterans," a Jolly source tells CQ Roll Call. "Mr. Barker was a fighter pilot in the U.S. Navy. They have remained friends to this day and David is honored to have him endorse his candidacy for Congress."
The daytime game show gets high ratings among viewers over the age of 65. More than one-fifth of Florida's 13th District is over the age of 65, according to CQ's Politics in America.
Both Republican candidates have concentrated early television advertising on cable. "The Price is Right" airs on CBS.
The winner will face off against the likely Democratic nominee, Alex Sink, on March 11.
The race is rated a Tossup by Rothenberg Political Report/Roll Call.