The Political Premium of Television Celebrity

This paper studies the electoral consequences of television stardom through career Ronald Reagan. I utilize quasi-experimental variation in reception to estimate causal effect celebrity exposure on political support. find that Reagan’s tenure as host a 1950s entertainment program translated into support for his candidacy, terms votes and donations, nearly two decades after show’s first airing. Placebo checks suggest this impact is not driven by unobserved heterogeneity or omitted variable bias. The was especially pronounced 1976 Republican primary elections relative general presidential partially dissipated locations where Reagan known entity. Using American National Election Studies (ANES) surveys, provide evidence possible mechanisms. Consistent with rational updating, nonpolitical media increased voters’ assessment character leadership, personalizing considerations featuring him. (JEL D72, L82, Z13)