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It's called verifiable data.
Everyone taking part is individually logged in or out when they watch or stop watching any TV show, and those individuals consent to having their personal details included in the data set, which includes gender.
But it's like any data gathered by a cross-section of society, it has a margin of error, if you sampled my household your way, you'd have to say no one in the country ever watches Eastenders, but that's plainly ridiculous, that's why verifiable data gatherers like BARB are given the job, and select users by set demographics so as to represent the country as a whole.