SBS Ashes Coverage

I have been really enjoying the SBS Ashes coverage (although I have been only watching the first few hours of each day).  The three Australian hosts have been entertaining and the Sky commentators in Wales have been excellent.

The only unusual aspect of the SBS coverage has been the advertisement breaks.  Each one starts with a glimpse of one ad followed by a completely different ad played in full.  Has anyone else noticed this?  Is the first ad a mistake?  Or is it a new subliminal advertising scheme because enough of the first ad is shown for you to know what it is?