In the final days before the midterm elections, supporters of Proposition 19 are targeting young voters with television ads, while opponents of the measure, which would legalize marijuana for people over 21, have taken their message to the radio airwaves.

(Creative Commons)

Prop. 19 backers are airing ads during programs like "The Daily Show with Jon Stewart" and "The Colbert Report," whose audiences are generally younger and more supportive of marijuana legislation.

Those against the proposition are taking out radio ads where they point out that many big-name political figures in California, including the major candidates for governor, senator and attorney general, oppose Prop. 19.

The proposition's campaign team has recently found evidence suggesting that supporters of the measure may not be totally open when they are polled about their opinion on marijuana legalization.

People may be more hesitant to express their pro-legalization views to a live person than to an automated polling machine, out of fear of being judged for their opinion, the campaign found.

Called "The Broadus Effect" by pollster Nate Silver (named for Snoop Dogg, whose real name is Calvin Broadus), this phenomenon makes it difficult to accurately gauge how many voters will actually vote in favor of Prop. 19 on Election Day.

To test the theory, the campaign ran two polls: one where a live person asked voters if they supported legalization, and another where an automated voice was used. In response, 41 percent of respondents told the live pollsters they were in favor of legalizing marijuana, while 56 percent told the automated machine they supported it.

Meanwhile, British newspaper The Financial Times has endorsed Prop 19.

Reach associate news editor Taylor Freitas here. Follow her on Twitter: @taylorfreitas.

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