This is a Marvel Thread Forum so I'll keep my answers limited to Marvel:
No I'd say Spider Man is MUCH more popular just look at box office results ; between them all THREE Blade movies didn't make as much as the two Spider Man movies.
Spider Man 1/2 total: $777,084,268
Spider Man: $403,706,375
Spider Man 2: $373,377,893
Blade Triliogy total: $204,096,003
Blade: $70,001,065
Blade 2: $81,645,152
Blade Trinity: $52,397,389
X-Men Triliogy total: $495,109,654
X-Men: $157,299,717
X-Men United: $214,948,780
X-Men Last Stand: $122,861,157
I would say the most popular MOVIE comic character is Spider Man by FAR. After that they might as well have just banked and promo'ed the X-Men movies like this..."Wolverine and some other people". It would be hard to nail down but I think I'd have to go with Spidey over Wolvie. So ya based on popularity by box office results Spider Man whups all their butts even the X-Men triliogy!
In the comics however I think Wolverine is the most popular character, although he appears in like 10 different comics on a semi issue basis. With Straczynski writing The Amazing Spider Man and the new movie next spring...I think it's safe to say that Spider Man is on his way up again in the comics too...for popularity that is anyhow.
Spider Man is Marvel's bread and butter.