[Survey] 5.6% of GRAND Viewers Are Involved in Financial Decision-Making at Large Enterprises | 10.8% of GRAND Viewers Are Decision-Makers = Approximately 1 in 9 (n=1,036)

▶ View media materials showing the inclusion rate, challenges, decision drivers, and behaviors of financial decision-makers in large enterprises → https://box.tokyo-grand.jp/p/grand/pgbqIX

GRAND Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; President & CEO: Jin Sakagami / Mitsubishi Jisho Group), operator of the office media platform 'GRAND,' today released a cross-tabulation report on decision-makers based on its internal survey, 'GRAND Viewer Profile Survey (n=1,036).' This report provides primary data for BtoB advertisers targeting back-office (administrative) departments—such as finance and accounting—on the proportion of GRAND viewers involved in purchasing decisions (target penetration rate). The core group of financial decision-makers (managers and above in planning, finance, or accounting roles at companies with 500+ employees) accounts for 5.6% of GRAND viewers—approximately 1 in 18. The combined total of key decision-makers across management, finance/planning, and sales (the 'Priority 3 Layers') reaches 10.8%—about 1 in 9 (both figures based on n=1,036).

Key Findings

• Financial decision-makers (B: 500+ employees × Manager or above × Corporate Planning, Finance, or Accounting) = 5.6% (58 people / ~1 in 18)

• Total decision-makers (Priority 3 Layers) = 10.8% (112 people / ~1 in 9)

• Breakdown: Executive Management A 2.7% (28 people / ~1 in 37), Finance & Planning B 5.6% (58 people / ~1 in 18), Sales C 5.2% (54 people / ~1 in 19)

※ The total for the Priority 3 Layers adopts the official GRAND deck figure of 112 people / 10.8%. A simple sum of A+B+C yields 140 people / 13.5%; the difference of 28 people is attributed to overlap adjustment methodology (final confirmation pending before distribution). This report uses the source value (112 people / 10.8%) as the primary metric.

Background of the Survey

In BtoB spatial media and DOOH (Digital Out-of-Home) advertising, proposals have traditionally focused on 'how many people are reached' (reach scale), while 'which job roles and decision-makers are included in that audience' has been difficult to quantify. Particularly for products targeting administrative departments—such as billing, accounts receivable, accounting, expense management, financial BPO, ERP, and back-office SaaS—it is critical for advertisers to assess, prior to campaign launch, 'to what extent their desired financial decision-makers are present in the audience.' GRAND conducted a viewer profile survey (n=1,036) and cross-tabulated data by job role, position, and company size to visualize the penetration rate of financial decision-makers, along with their challenges, decision drivers, and behaviors. GRAND is not a targeted placement medium but a full-deployment media platform that visualizes reach to organizational decision-makers across all units.

※ This report discloses GRAND's primary survey data and does not represent a case study of any specific company or product.

Top Challenges

Top Challenges

Executive Management

Finance & Planning

Sales

GRAND Viewer Average

Work is overly centralized in individuals

50.0%

46.6%

27.8%

31.1%

Staff shortages

42.9%

34.5%

27.8%

31.4%

Acquiring new customers / increasing sales

35.7%

29.3%

18.5%

18.4%

Lack of digitalization in operations

32.1%

29.3%

27.8%

19.8%

Maintaining existing customers / improving repeat rate

32.1%

24.1%

29.6%

15.3%

Time-consuming information sharing

32.1%

31.0%

20.4%

20.1%

Slow decision-making processes

32.1%

25.9%

31.5%

22.1%

High operating costs

25.0%

25.9%

14.8%

14.6%

※ Small sample sizes: A=n28, B=n58, C=n54 = reference values (trends). Ratios indicate multiples relative to GRAND viewer average. See attached report for details.

Key Decision Drivers for Adoption

Key Decision Drivers

Executive Management

Finance & Planning

Sales

GRAND Viewer Average

Comprehensive support system

70.4%

56.9%

34.8%

43.8%

Reduced operating costs

44.4%

58.8%

45.7%

47.8%

High security reliability

48.1%

56.9%

39.1%

48.3%

High compatibility with existing systems/services

55.6%

49.0%

37.0%

39.4%

Solves problems not addressed by current tools

51.9%

47.1%

45.7%

41.4%

Reduces workload and time

48.1%

37.3%

30.4%

40.8%

※ Small sample sizes: A=n28, B=n58, C=n54 = reference values (trends). Ratios indicate multiples relative to GRAND viewer average.

Actions After Learning About a Product

Post-Exposure Actions

Executive Management

Finance & Planning

Sales

GRAND Viewer Average

Immediately search online for more information

71.4%

81.0%

68.5%

65.3%

Take notes or save for later

50.0%

51.7%

46.3%

45.1%

Share via internal chat tools

42.9%

34.5%

24.1%

21.8%

Discuss in meetings or morning briefings

42.9%

32.8%

33.3%

18.4%

Request team members to evaluate adoption

21.4%

25.9%

14.8%

13.5%

Request materials or inquire

21.4%

25.9%

7.4%

13.8%

※ Small sample sizes: A=n28, B=n58, C=n54 = reference values (trends). Ratios indicate multiples relative to GRAND viewer average. Layer B's 'request materials or inquire' rate of 25.9% is approximately 1.9 times the overall average.

▶ View detailed media materials on reach, challenges, decision drivers, and behaviors → https://box.tokyo-grand.jp/p/grand/pgbqIX

Decision-Makers as Information Hubs Within Organizations

As a secondary insight, frequency of internal information sharing is notably high: 35.7% of Executive Management (Layer A) share information 'almost daily' (vs. 11.0% of all GRAND viewers—about 3x higher). Among Layers A and B, 78.6% and 75.9% respectively share information several times a week or more. While 21.6% of all GRAND viewers report 'never sharing internally,' this drops to 3.6–10.3% among decision-makers, suggesting they act as internal information hubs (based on reference values from A=n28, B=n58, C=n54).

Survey Overview

Item

Details

Survey Name

GRAND Viewer Profile Survey (formerly Contact Audience Profile Survey)

Conducted By

GRAND Co., Ltd. (internal survey)

Sample Size

n=1,036

Respondents

GRAND viewers

Definition of Priority 3 Layers

Employees at companies with 500+ staff: A Executive Management n=28, B Managers+ in Corporate Planning/Finance/Accounting n=58, C Managers+ in Sales n=54

Penetration Rate

Priority 3 Layers: 10.8% (112 people); A: 2.7% (28), B: 5.6% (58), C: 5.2% (54)

Calculation Note

Priority 3 Layers based on official deck value of 112 people (10.8%). Simple sum of A+B+C = 140 people (13.5%); 28-person difference due to overlap adjustment methodology (to be finalized before distribution)

Survey Date

January 2026

Survey Company

Macromill Inc.

※ Percentages for each layer (A/B/C) are based on small samples (n=28–58) and are reference values (indicative trends). Penetration rates (5.6%, 10.8%) are based on n=1,036. Ratios reflect multiples of the overall GRAND viewer average.

Inquiries & Media Materials

▶ View media kit and cross-tabulation report → https://box.tokyo-grand.jp/p/grand/pgbqIX

▶ Advertising inquiries and consultations → https://tokyo-grand.jp/contact/

Future Outlook

GRAND will continue transforming underutilized office spaces into a new mass media platform, expanding installations across central Tokyo. Through ongoing publication of primary data like this report, GRAND aims to empower advertisers with clear insights into audience composition and reach prior to campaign planning.

Company Overview

Company Name: GRAND Co., Ltd. (Mitsubishi Jisho Group)

Address: 6F, Yotsuya Yasuda Building, 3-3-1 Yotsuya, Shinjuku-ku, Tokyo 160-0004

President & CEO: Jin Sakagami

Business: Operation of office media platform 'GRAND'

URL: https://tokyo-grand.jp/