Bob Barker, longtime host of “The Price is Right” game show, has died, reports say.

He was 99 years old.

Several television stations in Los Angeles and TMZ were reporting Barker’s death, with TMZ citing confirmation from Barker’s representative.

Barker’s spot as the host of “The Price is Right” started in 1972 and lasted well into the early 2000s. Drew Carey took over the popular show after Barker’s retirement.

Carey remains the host.

Barker was also well-known for his fierce advocacy for animal rights.

In 2018, Barker, who was 94 at the time, was admitted to a hospital after waking up to severe back pain that the Los Angeles Fire Department described as “unspecified medical aid” on reports.

At the time, William Prappas, Barker’s business manager, said the back pain followed an injury and prompted the added concern.