This year's Time 100 event drove 10.14 billion media impressions in first 72 hours, Time President Keith Grossman tells me, driving revenue around the event to increase 71% year-over-year, despite its virtual nature.
Why it matters: Pivoting its annual glitzy New York City event into a prime-time broadcast special proved hugely effective. Grossman says that it drove over 27,000 new subscriptions to Time, which is more than 75% its weekly average. After 72 hours, TIME's "TIME100" posts on Instagram and Facebook that featured Dr. Anthony Fauci were the highest performers.
