Individuals earning over ¥10 million annually are 3.8 times more prevalent — GRAND viewers are densely concentrated with 'affluent investors,' proven by financial case studies showing up to 8.9x lift in viewer awareness

GRAND Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; President & CEO: Hitoshi Sakagami / Mitsubishi Jisho Group), operator of the office building media platform 'GRAND,' has released its internal research findings and proven case studies on awareness acquisition and motivation for consideration of financial products (such as asset management, credit cards, insurance, and FinTech).

Among GRAND viewers, 21.5% have an annual personal income exceeding ¥10 million (3.8 times the general population's 5.7%), and 12.9% hold platinum cards (5.0 times the general 2.6%), indicating a high concentration of affluent and investment-active individuals—the core customer base for financial products. Additionally, in four financial industry case studies, brand lift surveys demonstrated that viewer awareness reached an average of approximately 53% (about 4.3 times that of non-exposed individuals), with awareness lift ranging from 2.4 to 8.9 times.

When comparing GRAND viewers (n=1,036) with the general public (n=1,035), viewers outperformed the general population across all metrics: income, financial assets, and financial product usage. Notably, there is a high density of individuals who 'have investment capacity and are already investing.'

Metric

GRAND Viewers

General Public

Ratio

Individuals earning over ¥10 million annually

21.5%

5.7%

3.8x

Financial assets over ¥30 million

28.7%

13.7%

2.1x

Platinum card ownership

12.9%

2.6%

5.0x

Currently using iDeCo

33.7%

10.1%

3.3x

Furthermore, 76.8% of GRAND viewers (1.6x the general public) are interested in asset management, and 60.2% use NISA (also 1.6x), indicating broad interest in investment. As 'affluent investors'—high-income individuals with investment capacity who actively use NISA and iDeCo—form the core audience, GRAND is suitable for both launching new products and expanding adoption of existing ones.

It should be noted that GRAND is a mass media platform that broadcasts across all installation surfaces and does not 'target' specific individuals. This data visualizes the extent to which core financial product customer segments are present within the GRAND viewer population.

Proven Brand Lift in Financial Cases—Up to 8.9x Awareness Lift and Measurable Active Behavior

A key challenge for financial products is that awareness alone rarely leads to account opening or consideration. GRAND has proven through brand lift surveys in four financial industry campaigns (two in securities/asset management, one in corporate cards, one in FinTech) that viewers take active steps beyond mere awareness.

Metric

Measured Results (4 Financial Cases)

Awareness (exposed group)

Average ~53% (range: 46.5–63.2%)

Awareness (non-exposed group)

Average ~12% (range: 5.2–20.6%)

Awareness Lift

2.4–8.9x

Viewers' (exposed group) awareness averaged ~53%, approximately 4.3 times that of non-exposed individuals (~12% average)

Official website visit rate: 16.1–25.8%, search behavior (e.g., branded search): 6.5–11.6% — confirming active behaviors that lead to account opening and document requests

One securities/asset management brand showed significant awareness lift in two consecutive campaigns, with the second campaign exceeding the first

In the corporate card case, viewer consideration for usage was over twice that of non-exposed individuals, and over 40% discussed the ad content both internally and externally—confirming 'becomes a workplace topic' virality

Additionally, major insurance groups and foreign premium card brands have advertised on GRAND, demonstrating its adoption across multiple financial sectors including securities, cards, insurance, and FinTech.

*Values represent averages and measured ranges from four financial industry case studies. Company and brand names, as well as individual company data, are not disclosed in this release. Detailed case information is available in the case study report.

Media Environment—Trust Score 46.0%, Low-Stress Perception 49.4%

For financial products, 'safety and trust' are critical to advertising effectiveness. In a survey of 2,071 office workers, GRAND's media trust score was 46.0% (2nd out of 9 media), and low-stress perception was 49.4% (1st out of 9).

Metric

GRAND

SNS Ads (X)

Media Trust

46.0%

21.0%

Low-Stress Perception

49.4%

16.5%

GRAND's low-stress perception is high compared to YouTube (33.8%) and train interiors (21.8%). In an environment where investment anxiety and skepticism are rising, the ability to reach audiences in a trusted, low-stress setting is ideal for financial brands to communicate 'peace of mind' and build long-term brand equity.

Why GRAND for the Financial Industry—Three Key Reasons

High concentration of affluent investors: 3.8x more individuals earning over ¥10 million annually, 2.1x with financial assets over ¥30 million, 5.0x platinum card holders, 3.3x current iDeCo users. Core financial customer segments are densely present among GRAND viewers.

Proven in four financial cases: Average viewer awareness ~53% (4.3x non-exposed), awareness lift 2.4–8.9x. Securities/asset management brands showed lift in two consecutive campaigns; corporate card case confirmed internal/external discussion (company names and individual data not disclosed).

High-trust, low-stress media environment: 46.0% trust (2nd/9), 49.4% low-stress perception (1st/9). Directly supports financial advertising's need for 'safety and trust' in brand building.

Item

Content

Viewer Attributes (Income, Assets, Financial Product Usage)

GRAND White Paper (GRAND Viewer Profile Survey) / Viewers n=1,036 vs General n=1,035 / Q67 Personal Income, Q70 Financial Assets, Q73 Card Ownership, Q75 NISA/iDeCo Usage, Q76 Interest in Asset Management

Measured Values from Financial Cases

GRAND Brand Lift Survey (4 Financial Industry Cases) / Macromill BLS (Exposed/Non-exposed, n=155 each, 5-cell age-gender stratification) / Q1: 'Well known / Somewhat known / Have heard of' counted as awareness (Company names, individual data, survey IDs not disclosed)

Media Trust & Low-Stress Perception

GRAND White Paper (Survey of 2,071 Office Workers) / Q33 Media Exposure Frequency, Q37 Ad Stress Perception / n=2,071, 9-Media Comparison

*Income, assets, usage, and behavioral metrics are measured values at the time of survey and do not individually guarantee reach, awareness, account opening, or conversion from advertising. Case values reflect brand lift survey results at the time.

*This release presents survey data and proven cases regarding an advertising medium and is not intended to solicit or recommend any specific financial product.

GRAND transforms 'used but underutilized spaces' into a new mass media platform for business professionals, expanding installations in central Tokyo, Kansai, and Nagoya. For advertisers in financial products (asset management, cards, insurance, FinTech, etc.) and other sectors where driving motivation from awareness to consideration is key to growth, GRAND will continue providing data and proven cases that visualize 'which audience segments are reached.'

We have prepared a case study report summarizing the survey data and representative cases underlying this release. Interested advertisers and agencies are welcome to inquire via the link below.

Download Materials

▶ Inquiry: https://tokyo-grand.jp