An audience measurement system for gathering data reflecting usage of media data by a user on a processing device configured to process and present the media data locally on the processing device. Report objects may be generated by the processing device, wherein each of the report objects reflect usage of media data by each user of a processing device. Each of the report objects are configured to be generated regardless whether the media data was received from a network source or a source local to each processing device. In certain exemplary embodiments, report objects may correspond to different media data categories, and/or different user agents. The report objects may be assembled into a macro report.