early episodes that won an award at Tricon in September. Believing that the show would soon be cancelled because of low ratings, he lamented that it "made the mistake of appealing to a comparatively literate group", and urged readers to write letters to help save the show. Star Treks first-season ratings would in earlier years likely have caused NBC to cancel the show. The network had pioneered research into viewers' demographic profiles in the early 1960s, however, and by 1967, it and other networks increasingly considered such data when making decisions; for example, CBS temporarily cancelled Gunsmoke that year because it had too many older and too few younger viewers. Although Roddenberry later claimed that NBC was unaware of Star Treks favorable demographics, awareness of Star Treks "quality" audience is what likely caused the network to retain the show after the first and second seasons. NBC instead decided to order 10 more new episodes for the first season, and order a second season in March 1967. The network originally announced that the show would air at 7:30–8:30 pm Tuesday, but it was instead given an 8:30–9:30 pm Friday slot when the 1967–68 NBC schedule was released, making watching it difficult for the young viewers that the show most attracted. Season 2 (1967–1968) Star Treks ratings continued to decline during the second season. Although Shatner expected the show to end after two seasons and began to prepare for other projects, NBC nonetheless may have never seriously considered cancelling the show. As early as January 1968, the Associated Press reported that Star Treks chances for renewal for a third season were "excellent". The show had better ratings for NBC than ABC's competing Hondo, and the competing CBS programs (number-three Gomer Pyle, U.S.M.C. and the first half-hour of the number-12 CBS Friday Night Movie) were in the top 15 in the Nielsen ratings. Again, demographics helped Star Trek survive. Contrary to popular belief among its fans, the show did not have a larger audience of young viewers than its competition while on NBC. The network's research did indicate that Star Trek had a "quality audience" including "upper-income, better-educated males", however, and other NBC shows had lower overall ratings. The enthusiasm of Star Treks viewers surprised NBC. The show was unusual in its serious discussion of contemporary societal issues in a futuristic context, unlike Lost in Space, which was more campy in nature. The