^ Pretty much this.
From my experience as a life-long Thor fan, it's pretty obvious that he has gone from an obscure character despite his mythological sources, to a character that EVERYONE knows a lot about. I teach 6th grade, and my students know exactly who he is and what his deal is, even those who haven't seen the movies. I see him on t-shirts worn by the cool boys and girls; whenever I wear my Thor tie or drink from my Thor water bottle, my students all tell me how cool it is; and I have a few students who come to me every now and then with a picture they drew of Thor, etc. There's never been such a good time to be a Thor fan.
And that's just for Thor. I'd say that IM and Cap have risen even higher.
Poor Hawkeye, though. I'd say he's benefited the least.