My experience: Most of the Novelo's buses to Corozal and Belize City do leave from the main terminal in Chetumal. They stop at the ADO/main terminal after leaving New Market. It's only the early morning buses that don't. Why that is I don't know. When you come in to the main terminal on ADO, ask to see if you need to take a taxi to Nuevo Mercado or not.
--Lan Sluder