It's what the British call an "Americanism", as it seems to be a practice which originated there. Television and the internet mean the British are starting to do it too. In summary:
The English tend to use adverbs correctly.
The Americans do things different.
It is formally incorrect. HOWEVER - English word order is such that replacing an adverb with an adjective is USUALLY harmless (by which I mean, not ambiguous), so I foresee that this trend will continue.
There are rare occasions, however, when such substitution _would be_ ambiguous, and in such circumstances, even the Americans would hesititate to drop the "-ly". Consider:
1. He liked her enormously.
2. He liked her enormous.
Rommie