Two audiences on one measure
Every California voter PharosGraph scores on Proposition 40, the billionaire tax measure, falls into exactly one of two audiences, Support or Oppose, so the map shows every scored voter at once.
Both audiences reach all 58 counties, and Los Angeles County is the largest for each. It holds 25.4 percent of all voters scored but 34.3 percent of the Support audience and 18.4 percent of the Oppose audience, meaning Support leans toward Los Angeles and Oppose is spread more widely.
Outside Los Angeles the two audiences separate. San Diego, Alameda, San Bernardino and Santa Clara are next for Support, and Orange, San Diego, Riverside and San Bernardino are next for Oppose, meaning each audience needs its own media plan outside the largest county.
The Support audience is the larger of the two in 15 of the 58 counties, including Los Angeles, Alameda and San Francisco, and the Oppose audience is the larger in the other 43. The 15 hold 39.4 percent of all voters scored.