This is a move to increase their viewer base, which I assume is low on men who regularly view programs ESPN. The intent is to grab a few of those men who have a thing for Erin Andrews and hope they start watching the Dancing With the Stars garbage. Peepholegate is irrelevant because it's doubtful that ESPN viewership went up because some perv filmed her undressing. They are targeting the ESPN guy that might say "Erin Andrews on Dancing With the Stars? I think I'll watch next time" rather than the person who might say "Is Erin Andrews that sports broadcaster that was spied on? I think I'll watch next time".
At any rate, it won't help the show that much (assuming it needs help). The people who might watch the show because of her will bore easily and tune it out. No matter the name behind the scantily clad lady dancing on TV, you are either going to be into that sort of thing, or you won't. If you don't watch it now, you won't watch it then.