1. A system to support media and events rating, comprising: one or more sensors operable to measure physiological data from each of a plurality of viewers watching a media; a defining module operable to define the media into one or more event types each having a plurality of event instances in the media based on the physiological data measured from the plurality of viewers; and a rating module operable to: derive a plurality of physiological responses from the physiological data measured from the plurality of viewers; calculate a score for each of the plurality of event instances of a specific one of the one or more event types in the media based on the plurality of physiological responses; and rate the specific one event type by aggregating the scores of the plurality of event instances of the specific one event type.