1. A method comprising: analyzing physiological data from a plurality of viewers exposed to media to define a plurality of events in the media and to derive a plurality of physiological response dimensions from the physiological data for the plurality events; calculating a first score for a first event using at least two of the plurality of physiological response dimensions, the first score calculated by weighting a first physiological response dimension with a first weight; calculating a second score for a second event using at least two of the plurality of physiological response dimensions, the second score calculated by weighting a second physiological response dimension with a second weight, different than the first weight, a value of the first weight and a value of the second weight being determined based on the type of event; and creating a rating for the media based on an aggregate of the plurality of scores for the plurality of events.