I think Trek is the most important franchise because it has had the most significant, consistent, and long-lasting effect on popular culture - at least in the U.S.
I don't care how much money Star Wars made - during the gap between the first three films and the next batch there really wasn't that much going on with Star Wars, outside of the more diehard scifi fans. In fact, I really kinda think that because the two Star Wars Trilogies were spaced so far apart, they almost have different audiences if you don't count scifi fans who will watch anything. For example, Star Wars came out when I was a kid...but many of the non-scifi fans my age today haven't even seen the last three films...and if they did it was mainly because of their own children - not because of any great desire to get back into Star Wars on a zen level or anything. Because there was such a long gap between the Star Wars movies, I think people my age feel like they 'grew out of Star Wars'...whereas Trek has been there the entire time...adding to the pop culture yearly and growing with the culture, to an extent.
Most people my age in the U.S. grew up with Star Trek, pretty much every day after school. Back in the days when there were only three channels TOTAL, reruns of TOS were THE after-school thing to watch. Then we got the TOS movies which we saw in the theater a bunch of times...and then on HBO (which was a new concept at that time) for a year or so after each one came out.
Shoot, I had a boyfriend back then who could pretty much quote the entire script of TWOK, he'd watched it so many times on HBO. Remember, this was in the days before VCRs - you had to actually sit and watch this stuff - you couldn't record it for later or replay favorite scenes over and over.
And of course, in short order we got TNG...and from then until 2 years ago, we had new Star Trek on TV all the time....and reruns of all the other shows as well.
In the U.S., it has definitely been the most consistently visible and accessible franchise..and for that reason I think it has had more of an effect on people, regardless of the monetary issues.