Best hero: For Marvel, Spider Man, can relate to the ordinary man, the reader (well, a male one) could identify with him.
Elsewhere: Kamen Rider Kabuto, aka Tendou Souji. So good at everything, cold and sure.
Best villain: For Marvel, I'd vote Apocalypse. First mutant, lived thousands of years and just nasty.
Elsewhere, Emperor Palpatine. He made Vader, smart manipulative, with some nasty powers... just nasty on a galactic scale.