Or rather, Batman and related characters
Hawkeye is a b-level character at best. I don't think DC is more popular than Marvel, so much as Batman is more popular than anyone Marvel has, and DC really has the most iconic characters of all in Superman and Batman, which will probably always outsell anything Marvel could come up with. But you put Spidey, Hulk, or Wolverine up against anything else DC has and they beat it in terms of popularity and public identification IMO. And Marvel has more depth of reasonably well known characters, in part due to their success in cartoon and live action media. Move beyond the Justice League/Batman and his pals/rogues and who is random guy on the street gonna recognize from DC? With Marvel you've got the X-Men, Avengers, Fantastic Four, and Spidey, Hulk, and Punisher on top of that.