I gotta tell ya, I clearly prefer DC's heroes to Marvels. The no-killing policy, the way they actually hold to their moral codes and values, it just makes them so much more real for me than the Marvel heroes. I mean Captain America, he's pretty cool, but otherwise, kinda hurting in the hero department.
Plus, DC's costumes, I just like them so much better, so much more visually interesting.
And lastly, the writing. When I go into the comic-book store, people aren't talking about the newest issue of Fantastic Four, or what X-men villain has bothered to reform this week, they are all talking about one thing, the crisis. Whether it be 52, the impact it has had in the other books, or simply the story itself, DC has a stranglehold on the convos in my comic book stores in Georgia and in S.C.
All that being said,
Marvels big three, in continuity
Captain America
Iron Man
Mr Fantastic
for the same level of respect and authority that the trinity carry over at DC
In sales, or character popularity,
I'd say X-men, Spider-man, Wolverine (although for the life of me I dont understand why a short, hairy canadian psycopath is interesting...)