'Price Is Right' host Bob Barker comes on down for GOP candidate

"The Price Is Right" host Bob Barker is endorsing lobbyist David Jolly, one of two Republicans vying for deceased Rep. Bill Young's (R-Fla.) seat.

Barker makes the endorsement in a new campaign ad that will run during a special "The Price Is Right" episode on Thursday.

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The ad could help Jolly win over perhaps the key demographic in the GOP primary race: seniors.

According to National Journal's Almanac of American Politics, more than a fifth of Young's district is over 64 — the target demographic for "The Price Is Right."

The ad is set to run Thursday as Barker makes a guest appearance on the famous game show he hosted for decades to celebrate his 90th birthday. 

In the ad, Barker tout Jolly's work for Young.

"I admired David as he worked alongside my good friend Bill Young, helping wounded veterans, protecting our seniors and children and by standing up for Pinellas with character and honor," Barker says in the ad. Much of the district is in Pinellas County.
 
Jolly worked for Young as his general counsel.

The former staffer faces state Rep. Kathleen Peters in the mid-January primary, which has opened a rift within the Young family. While Young's widow, Beverly, supports Jolly, his son is backing Peters.

Whichever Republican makes it through the primary will likely face Democrat Alex Sink in the general election in March.