Star Wars, no question. I enjoy ST:TNG, but thats about it. The originals are too campy for me to really get into (though I do enjoy it well enough at times), and I watched DS9 and Voyager only because of their connections to TNG. Never got into Enterprise. The Star Trek movies, the old ones, I find too boring to really get into. I enjoy the TNG ones, but not as much as the series. The latest movies are okay, the first reboot film was a blast, the second I hated.
Star Wars though? Fucking love it. Since I was born in '84 I grew up on the OT VHS tapes, but was also young enough to be the prime audience for the prequels, which I also love but for different reasons from the OT. I like the OT for the 70's/80's charm, the old school SFX, the behind the scenes of them, and Harrison Ford. I like the PT for the grand scale, the revolutionary SFX, the saber fights, and the fact that it's a mirror of the OT but everything goes wrong for the hero.
I also love The Clone Wars, probably more than the PT. In fact, TCW makes me appreciate certain aspects of the PT much more. I'm also optimistic about Star Wars Rebels and Episode VII.