Are you predicting that a team will dominate an entire match? The wire to wire market gives you the chance to bet on a team to be leading the match at the end of every quarter or for any other result. Any other result would be if the lead changed at any break, or if the scores were level at the end of any break.
As the above example, you can select either team to be leading at the end of every quarter. Or you are able to select any other result meaning both teams will lead at least once at the end of any quarter.