Maybe it's because figures haven't been their best lately, although I don't know how this helps. Just a theory. I don't think it looked tacky at all, fitted in nicely, between the two yellow bars. Can't see too many shows doing it this way though, because it would mean ITV abandoning advertising what's coming up next.
Wonder if it's permenant, or maybe my theory is wrong, and like Drifter said, it's just being used for the build up to the wedding, I mean, the clips used have only included Viv.