ITV have always pushed and promoted their January schedule in Christmas time, as advertising revenue from mid December onward decreases. You will notice I'm a Celeb ends this Sunday, and for the remainder of December, there are really no big shows on offer, as ITV know advertisers scale back the closer they get to Christmas. This is what I was told by an ad sales executive.
Once Christmas is away, January is the big time again, and so The Voice, Dancing on Ice and a whole load of new dramas will air and that is where the money is made.
I can understand them airing promotions for January shows during Christmas itself but the first week of December?