JIMMY ROLLINS is sporting some brand recognition on the heels of his MVP season. Likability? That's another matter, at least outside Philly. The shortstop for the first time has a "Q" score, which in the case of athletes measures how much consumers recognize them and like them. Nationally, Rollins posts a 40 recognition and a 13 positive "Q" score. His negative score is 19.

"That means that of the 40 percent who know him, there is a little bit more negative rating than positive," said Steven Levitt, the president of Marketing Evaluations Inc., which compiles the annual ratings.

Regionally, Rollins scores higher in every category. So what's this all mean? In general, his ratings and that of teammates Chase Utley (42 recognition and 14 likability) and Ryan Howard (41 and 17) are about average. As for why he rubs more people the wrong way (those surveyed aren't all Mets fans, are they?), Levitt compared him to Derek Jeter, who has an eye-popping 79 recognition, a 22 positive "Q" score, yet a 28 negative score.

"Jeter just tends to split the world into like him, don't like him," Levitt said. "There's just something about him that does turn off people. Are they jealous? Who knows. Do they think he's aloof? Could be. [The score] is just the summary of everything you know about a personality."

As for Rollins? "There are those that have been around longer that score better because they've been around longer," Levitt said, making reference to, among others, Alex Rodriguez and Randy Johnson. "These are people who have been in the public eye . . . and unless they are really stupid and do the bad things, they tend to be at the top of the group."

Party is on for Sunday

The Flyers said they drew about 1,000 people to last Friday's viewing party at the AT&T Pavilion, prompting the team to open the bowl and show the game on the scoreboard. And they are ready for an encore Sunday afternoon, after their

victory in Game 4 last night. *

- Paul Vigna

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