It proves the show is still popular, but catch up viewers won't help them with their advertisers, which is where they make the money.
I don't know a great deal about Product Placement advertisement and what is and isn't allowed, but I am surprised a major drinks company hasn't sponsored the show and had their drinks featured throughout the show, but mainly with branded glasses on the judge's desk like Coca Cola on American Idol and Pepsi on X Factor US. If people are going to skip the ads, maybe companies would be willing to pay to get their products on the main show.