WISN-AM talk show host Jay Weber endorsed state Sen. Leah Vukmir (R-Brookfield) for U.S. Senator on Friday.

“In this primary, it really comes down to a matter of experience. I know how Leah Vukmir is going to vote,” Weber said near the end of his program. “I know she is fire-hardened and battle-tested. She has stood with conservatives ever since her days as a mom with a cause, and she’s not going to back down to protesters and the Resist movement.”

Weber said he has made it clear several times during the primary about his presence for Vukmir over her GOP primary opponent Kevin Nicholson, but made the endorsement a formal endorsement after a request from the Vukmir campaign.

Weber’s endorsement is particularly significant given the out-sized influence talk radio has on GOP voters in southeastern Wisconsin. As one GOP insider told RightWisconsin, “Never underestimate the influence of talk radio.”

Southeastern Wisconsin, especially the so-called WOW counties of Washington, Ozaukee and Waukesha, is a key battleground in statewide Wisconsin Republican primaries. In 2016, Sen. Ted Cruz (R-TX) defeated Donald Trump in the Wisconsin presidential primary, largely because of voter preference in southeastern Wisconsin. Conservative talk show hosts in the region were near-unanimous in their opposition to Trump in the primary.

Southeastern Wisconsin (Racine, Kenosha, Waukesha, Milwaukee, Washington and Ozaukee counties) accounted for about a third of all the votes cast in the 2016 primary. In 2012, southeastern Wisconsin accounted for nearly 38 percent of the votes cast in the GOP Senate primary.

You can listen to the endorsement at the Jay Weber show podcast website at the 95:20 mark.