CIMM DEFINITION: When a sample or a subset of a population or a specific footprint deviates from the actual distribution of the universe or population.

NOTE – Population or data skews in the STB data – based on the footprint, can skew more upscale (as in AT&T) or lack of linear TV viewing because entire sample is DVR (such as in TIVO).

NOTE – Kantar says there are no skews to their data since census or sample is representative of the underlying universes from which they are drawn.