I often see that claim made and I have no doubt that it used to be true, but with the massively increased Premier League exposure in Asia and Africa over recent years, I suspect there's a few hundred million supporters internationally who don't even know who Leeds United are and I'll be surprised if you make the top twenty nowadays. I'm a frequent visitor to the Far East and if you go to the markets that sell knock off replica shirts, you won't find any Leeds United ones for sale.
That survey was carried out after the foreign PL boom and well after we were relegated from the PL. We may not have many fans in the far east but we have a huge fanbase in Scandinavia, especially Norway.
Look at 2 of the top 3 languages used to search for "leeds united" on Google: http://www.google.com/trends?q=leeds+united
These are the trends for us compared with a few mid-top PL sides: http://www.google.com/trends?q=leed...erland&ctab=0&geo=no&geor=all&date=all&sort=0