Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for analyzing behavioral data. In one aspect, a method includes receiving a request for television reporting sample data from a client device. The request includes filtering criteria. The television reporting data comprises channel tune event data and viewership data. In response to receiving the request, processing the television reporting data to identify filtered data from the television reporting data satisfying the filtering criteria; processing the filtered data to generate filtered sample data; and associating the filtered sample data with channel tune event data and viewership data to generate the television reporting sample data. The method also includes providing the television reporting sample data to the client device and receiving processing parameters from the client device, and, in response to receiving the processing parameters, processing the filtered data based on the processing parameters to generate reporting data metric results.