[GRAND Exclusive Survey] The belief that 'everyone is on vacation' is a misconception—76.1% worked during Obon, 89.7% during New Year's, and 85.2% during Golden Week

GRAND Inc. (Headquarters: Shinjuku, Tokyo; President: Hitoshi Sakagami; Mitsubishi Estate Group), which operates the office building media 'GRAND,' released the results of its exclusive survey today. The survey on office attendance during the three major holiday periods—Obon, New Year's, and Golden Week—revealed that 76.1% of business professionals worked at least one day during the 7-day Obon period, 89.7% during the 20-day New Year's period, and 85.2% during the 14-day Golden Week. Notably, during Obon, 13.2% worked the full 7 days, and 41.2% worked 4 days or more, indicating that shorter holidays have higher 'attendance density.' This provides quantitative evidence to reconsider the advertising industry's practice of reducing ad spend during holidays. GRAND Inc. quantified attendance among business professionals in their 20s to 60s working in Tokyo. Even during the New Year's period, often perceived as a time when 'everyone is away,' 89.7% worked at least one day. Furthermore, the Obon period maintains high attendance density despite its short duration, proving to be an effective environment for ad exposure. The company analyzes that holiday periods, with fewer competing ads, offer higher memory retention and are ideal for reaching decision-makers. In response, the company is launching a campaign offering a 60% discount on standard advertising rates from August 10 to August 16, 2026.