Fluorescence yields and decay times are recorded for TMPD (N,N,N′,N′-tetramethyl- p-phenylenediamine) in ethanol-water mixtures. The data indicate that increasing the water content of the solution not only shortens the emission lifetime, but also decreases the population of the fluorescent state. The solvent effect on the fluorescence is compared with available data on the relative yields of photoejected solvated electrons in the same systems. It is concluded that the water-enhanced ionization process, originating from non-relaxed excited states, affects the population of the fluorescent level.