Not everybody believes what they say, but Performer Q's ratings are closely followed by many on Madison Avenue and in Hollywood. Here's Performer Q's "top 10" listing of the most popular celebrities of 1977.

1. John Wayne

2. Alan Alda (Star of "M A S H")

3. Bob Hope

4. A Tie between:

a. Meadowlark Lemon (Harlem Globetrotters)

b. Henry Winkler ("The Fonz" of "Happy Days")

c. Michael Landon (star of "Little House on the Prairie")

d. Paul Michael Glazer (Starsky of "Saturday and Hutch")

e. The Eagles

9. David Soul (Hutch of "Starsky and Hutch")

10. (tie)

a. Tim Conway (comedian on Carol Burnett Show"

b. Lucille Ball

Performer Q also ranks stars by the category. One of the most closely followed is their list of leading sports personalities. These are the top five:

1. Meadowlark Lemon

2. Dorothy Hamill

3. Mark "The Bird" Fidrych

4. Bruce Jenner

5. Peter Rose

Other Tidbits from Performer Q:

On the way up - Steve Levitt, president of Marketing Evaluations, says Dorothy Hamill and Bruce Jenners, stars of the 1976 Olympics, are among the fastest-rising celebrities this year. Which, he says, accounts for their appearing on numerous ads on television recently. Hamill's dramatic rise surprised even Levitt. "She was one of the phenoms of last year. She came from left field to the top 10."

On the way down: Perfomer Q also has its losers this year. Included in the downwardly mobile "Q" department are such luminaries as Telly Savalas, Nick Nolte ("Rich Man. Poor Man"). Barbara Walters and Henry Winkler. "Winkler slipped a little this year," Clo Zillman, the woman who runs the "Q" for Levitt says coldly. "You know, people are tired of him." While bashful about the figures involved, Zillman released the numbers on Nolte as an example. In one year, the hot star of Hollywood dropped from a "Q" of 38 to a mere 28.

But it's not all depressing news at Marketing Evaluations. There's ample room for comebacks on the "Q". For instance, "Wolfman" Jack, the longtime oldies man, is now ranked the most popular announcer among kids.