>>> WELCOME BACK TO AMERICA DECIDES. TAYLOR SWIFT HAS ENDORSED VICE PRESIDENT, HARRIS IN HER CAMPAIGN. SHE HAS ALSO ENCOURAGED PEOPLE TO CLICK ON BOATER REGISTRATION LINKS ONLINE. THAT HAS HAD A LOT OF ATTENTION IN RECENT DAYS. THE QUESTION IS, WHAT KIND OF IMPACT WILL IT REALLY HAVE ON THE PRESIDENTIAL RACE? TOM JOINS US NOW, A SENIOR ADVISER WITH TARGET SMART, WHICH ANALYZES VOTER REGISTRATION DATA. WHAT ARE YOU SEEING FROM TAYLOR SWIFT IN HER ENDORSEMENT, IN TERMS OF DRIVING CIVIC PARTS PATIENT? >> I THINK THIS IS A QUESTION THAT A LOT OF US HAD AFTER WE SAW THE ENDORSEMENT. I THINK A LOT OF PEOPLE EXPECTED IT WAS COMING, WITH THE QUESTION OF HOW MUCH IMPACT WILL SHE HAVE, BEYOND JUST EXCITEMENT, LIKE SON INSTAGRAM, WILL IT TRANSLATE INTO VOTER REGISTRATION? WE CAN SEE SOME OF THE BACK ENDS DATA THAT IS HITTING OFF THE VOTER FILE THAT WE BUILT. WHAT WE SAW WAS THIS MASSIVE INCREASE, WE CALL IT THE SWIFT AFFECT, IT'S REALLY UNLIKE ANYTHING I'VE SEEN, WE ARE SEEING A FOUR, WE ARE SEEING A 4% OR 500% INCREASE OF PEOPLE TRYING TO REGISTER TO VOTE IMMEDIATELY FOLLOWING THE DEBATE AND THE TIME AFTER TAYLOR SWIFT POSTED ON INSTAGRAM. WHAT IS REALLY REMARKABLE, USUALLY YOU WILL SEE THESE INCREASES, AND THEY KIND OF FADE AWAY. IN THIS CASE WE'VE SEEN IT CONTINUE FROM THE LAST FEW DAYS, INTO TODAY. >> HOW SO?>> I HAVE TWO TEENAGE DAUGHTERS, I'M TOLD SHE WAS ON THE VIDEO MUSIC AWARDS AND SHE PUT OUT ANOTHER PITCH FOR PEOPLE TO REGISTER TO VOTE. WE ARE SEEING A CONTINUED SPIKE OF FOUR OR FIVE TIMES WHAT YOU WOULD REGULARLY SEE. SO, WE ARE TALKING ABOUT IN THE NEIGHBORHOOD OF 9000 PEOPLE PER HOUR, 10,000 PEOPLE FOR OUR, JUST HITTING OUR SYSTEM. THAT IS NOT INDICATIVE OF EVERYTHING, BUT IT IS A LOT. WHAT DOES THIS MEAN FOR THE ELECTION? >> YOU KNOW, THE BIG QUESTION I THINK A LOT OF PEOPLE ASK, WHEN YOU SEE NEW REGISTRANTS, WELL, WE ACTUALLY HAVE STATISTICS GOING BACK TO 2020. WHEN WE SEE PEOPLE REGISTERING TO VOTE THIS CLOSE TO THE ELECTION, ONLY 80% TURNED OUT IN THE ELECTION, NOT ONLY THESE VOTERS WHO ARE REGISTERING ARE A BIG DEAL, BUT IT IS LIKELY THEY ARE GOING TO COME OUT BEFORE ELECTION DAY IN THE EARLY VOTING. >> WHAT ARE YOU SEEING IN PENNSYLVANIA? >> PENNSYLVANIA IS FASCINATING, WE KNOW PENNSYLVANIA IS ONE OF THE BLUE WALL ESTATES, IT IS LIKELY TO BE DECISIVE. WHEN WE LOOK AT THE REGISTRATION TREND, WE HAVE SEEN BIG INCREASES FROM YOUNGER VOTERS, WOMEN VOTERS, AND VOTERS OF COLOR. WHEN YOU LOOK AT YOUNGER WOMEN OF COLOR, THERE IS AN OVERLAP OF ALL THREE GROUPS. YOU ARE SEEING THE NUMBERS THAT ARE ALMOST UNBELIEVABLE, ALMOST TRIPLING THE REGISTRATION RATE WE SAW FROM THOSE VOTERS, FOUR YEARS EARLIER IN THE 2020 CYCLE.>> WHEN YOU LOOK AT THE DATA FOLLOWING SWIFT'S ENDORSEMENT OF HARRIS AND THE PUSH OF THAT LINK TO REGISTER TO VOTE, DO WE HAVE A PROFILE OF VOTER THAT IS EMERGING FROM THIS SWIFT CONSTITUENCY? >> IT WILL TAKE A LITTLE WHILE BEFORE WE HAVE THE HARD DATA ON WHO THEY ARE, WHERE THEY ARE. THE DATA THEY'VE BEEN SEEING SO FAR, THE VOTER REGISTRATION, OVERWHELMINGLY YOUNGER VOTERS, MORE WOMEN THAN MEN, MORE VOTERS OF COLOR, THESE ARE VOTERS THAT OVERWHELMINGLY TEND TO LEAN DEMOCRATIC. IT SEEMS TO BE VERY GOOD NEWS FOR THE HARRIS CAMPAIGN, BUT AGAIN IN THE COMING WEEKS, WE WILL BE ABLE TO LOOK AT IT WITH MORE GRANULAR DETAIL.>> HAVE YOU SEEN ANY REPUBLICAN ENDORSEMENT HAVE ANY EFFECT ON BOATER REGISTRATION?>> I HAVEN'T , PART OF THAT MIGHT BE THE LACK OF HIGH-PROFILE CELEBRITY ENDORSEMENTS, THERE'S NO ONE OUT THERE THAT I CAN IMAGINE THAT COMES CLOSE TO TAYLOR SWIFT IN TERMS OF THAT FOLLOWING, AND HER ABILITY TO MOTIVATE PEOPLE, AND MOBILIZE PEOPLE. IN TERMS OF THE DATA, WE HAVE NOT SEEN A PRESIDENT THAT MATCHES WHAT WE ARE SEEING IN THE DATA NOW.>> IS THERE ANY STATE WHERE YOU ARE SEEING AN UNUSUAL SPIKE? FORGET THE SWIFT ENDORSEMENT, JUST IN TERMS OF PARTICIPATION AND REGISTRATION? >> THIS IS A REMARKABLE THING, THIS GOES BACK TO THE DOBBS DECISION, GETTING RID OF ROE V. WADE, EFFECTIVELY, WE SAW BIG INCREASES IN'S, BUT IT WASN'T AROUND THE COUNTRY, IT WAS IN SOME STATES, BUT NOT IN OTHERS. WHAT IS REMARKABLE ABOUT WHAT WE HAVE SEEN SINCE 1077 BECAME THE NOMINEE, YOU ARE SEEING BIG INCREASES NOT JUST IN SO-CALLED PURPLE STATES, THE SWING STATES THAT WILL DECIDE THIS PRESIDENTIAL ELECTION, BUT YOU ARE SEEING IT IN RED AND BLUE STATES. ONE OF THE BIGGEST INCREASES WE'VE SEEN SO FAR IN REGISTRATION AMONG YOUNGER VOTERS AND VOTERS OF COLOR IS IN LOUISIANA, A STATE THAT IS INCREDIBLY UNLIKELY TO