Every year, sports media observers can count on one thing from the network airing the Super Bowl: a new scorebug. This year, as expected, Fox is rolling out its new scoreboard graphic, and so far, reviews on social media have been mixed.
But why do networks choose the Super Bowl to unveil a brand-new look? Speaking purely as a fan, it seems like a poor decision. After a season spent acclimating to one scorebug for Fox, I know exactly where to find information such as down and distance, penalties, stats, game clock, play clock, timeouts, score, and possession. Now, I’m expected to relearn all of that for the most important game of the season, which is honestly frustrating. While I understand that all necessary information will still be available, instead of quickly glancing down for a specific detail, I’ll have to search for a moment, interrupting my focus on the game.
A look at the (apparent) NFL scorebug that Fox will debut for Super Bowl LIX. Thoughts? 🏈📺 https://t.co/LzKJ4eBzLJ
— Awful Announcing (@awfulannouncing) February 6, 2025
This may not seem like a significant issue, but during the most important game of the season, such transitions can be annoying. If you’re a network broadcasting the Super Bowl, wouldn’t you prefer to stick with the scorebug you’ve used all year? By season’s end, fans will associate that design with your network—an excellent opportunity for brand awareness in front of a nine-figure Super Bowl audience.
Beyond brand familiarity, debuting a new scorebug during the Super Bowl carries inherent risks. There’s always the potential for technical glitches, graphical errors, or various bugs when launching a new system. Is that a gamble worth taking with an audience of over one hundred million?
Clearly, networks continue to do this, which suggests they see some merit in it. The Super Bowl is one of the few occasions when media closely observes production-side changes, making the PR angle understandable. But is the risk worth the potential downside? It’s puzzling why networks frequently overhaul their graphics packages and scorebugs; for instance, ESPN had three different scorebugs during this past college football season. Such frequent changes hinder fans’ ability to connect a distinct presentation with the channel they’re watching.
Moreover, recent scorebug innovations haven’t been substantial enough to necessitate a complete redesign—most updates could have been integrated into existing scorebugs. As a fan, can’t I enjoy one Super Bowl without the stress of adjusting to a new scorebug?
