From a european (or more closely german perspective), this doesn't even feel close, its Jackson by a landslide. Nobody really gives a shit about basketball here. Yeah, the NBA got a push after the Dream Team in 92 and Jordan rise, but this has faded away over the last ten years (I'd say besides Nowitzki Kobe is the only star remaining for the german market) . Nowadays, NBA has no broadcaster here, not on pay nor free tv. Only one game a week on the german NBA website + the League Pass (national league also has barely any coverage).
Jackson was super huge here. His death was on a level with Ladi Di's death, and that was long after his huge fall off. Peak Jackson was gigantic, far ahead of any level of popularity that Jordan ever had here.
I'd also assume that on a global level women in general care(d) a lot more about Jackson because most aren't remotely as interested in basketball or sports in general as they are in pop music.