Moving a mid-roll ad 40 seconds earlier cut the post-ad drop-off in half.

Moving a mid-roll ad 40 seconds earlier cut the post-ad drop-off in half.
We'd been placing ads at the "natural break" — right after a payoff, when curiosity was spent. Viewers left during the ad and never came back. 19% gone.
We moved it to mid-open-loop, before a payoff. Drop fell to 9%. People sat through the ad to get the answer.
Your ad placement bleeds watch time. Agree or fight me?