About 21 million Americans watched the National Football League's season kick-off game on NBC between the Dallas Cowboys and the New York Giants, while 7.5 million watched Clinton speak during prime-time coverage covered by ABC and CBS, according to Nielsen data reported by Reuters.

But according to Facebook data reported by CNN, Bill ClintonWilliam (Bill) Jefferson ClintonLongtime Clinton confidant blames Comey for 2016 loss Trump’s national monument rollbacks take effect A year after Obama, Dems still looking for replacement MORE got more mentions on the site than the terms "Cowboys," "Giants," "football" and Cowboys quarterback Tony Romo. Facebook said mentions of Clinton increased by 9,800 percent over the evening.

Facebook has partnered with CNN to provide insight into what Facebook users are talking about up until the election. This week the tool has tracked a spike in Facebook chatter nationwide for President Obama and other Democratic speakers.