I've never been able to understand how media planners take TAM viewership data seriously. As per the 2011 Indian Census, about 50% households in India have a TV set. Even if we take the 2001 data  for total number of households we would end up with 125 million TV sets in India. (the 2011 data is still being compiled, but its safe to assume that this number would have only grown).
TAM viewership data is based on a sample size of 3,454 out of those 
A sample size of 3,454 out of 125,000,000 TV sets.
I want you to back-up and read that line again. Digest those numbers.
Leave alone statistical significance, in what world would a 0.0028% sample give even directionally correct data? Thousands of crores of advertising money every year is being budgeted & spent based on data collected from such a small sample size.