Google’s # 2 …in Sweden

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In Denmark MSN is unambiguously the number one website on the top rankings of most trafficked Danish websites. Week after week MSN resides at the top of FDIMs top-list. This week MSN had over 1,6 mio. unique visitors – with a large gap to the lists number two, Denmark Radio, the Danish equivalent to BBC, claiming only a little more the 1 mio unique users.

But then again: as the only major website in Denmark, google’s not counted on the list at all. Is Google larger than MSN in Denmark? Nobody knows.

Last week I had lunch with Johan Kinnander, Country manager of Google Nordic, and Johan mentioned to me, that Google (to my surprise) is actually measured in Sweden. A little surfing quickly revealed that Nielsen//Netratings are really publishing figures for Google in Sweden. According to Nielsen, MSN in August 2005 had a reach of 75 percent of Swedish online population, whereas Google has to settle with 41 %. Nielsen’s methodology and measures are different from the setup TNS Gallup applied in the Danish market. But this much you get from the Nielsen//Netratings figures: in Sweden, Google is number 2. Have a look yourself here.