COLUMBIA - Donald Trump continues to lead among likely GOP presidential primary voters in South Carolina, although former Florida Gov. Jeb Bush has risen to third place, according to a poll conducted by OpinionSavvy for the Morris News Service/InsiderAdvantage.

U.S. Sen. Ted Cruz trailed Trump's 32 percent with 18 percent, while Bush climbed to third place with 13 percent.

The poll involved 683 people and was conducted on Jan. 15, the same day South Carolina's senior senator and former presidential hopeful Lindsey Graham endorsed Bush. The debate in North Charleston, S.C., took place Thursday, and 37 percent surveyed by OpinionSavvy said Trump won the debate.

The poll, released Saturday, showed U.S. Sen. Marco Rubio at 11 percent, and retired neurosurgeon Ben Carson at 9 percent.

Candidates with less than 5 percent: N.J. Gov. Chris Christie, former Hewlett Packard executive Carly Fiorina, former Arkansas Gov. Mike Huckabee, Ohio Gov. John Kasich, U.S. Sen. Rand Paul and former U.S. Sen. Rick Santorum.

"Most interesting was Jeb Bush's leap to third place in the South Carolina contest," said InsiderAdvantage founder/Opinion Savvy analyst Matt Towery.

"It has been my belief that one 'establishment' Republican will survive to take on Trump and Cruz in South Carolina."

He called Bush's lead over Rubio "tenuous."

"It may be the first glimpse of some momentum for the Bush camp," Towery said.

He said South Carolina has shown its willingness to go for the more "establishment" type of candidate in some elections, pointing to U.S. Sen. John McCain over Huckabee in 2008, but he said that in recent years the state has grown far more inclined to back a more "populist conservative" type such as Newt Gingrich in 2012.

In 2012, South Carolina GOP voters broke their decades-long streak of choosing the Republican candidate who eventually became the party's presidential nominee. Mitt Romney, not Gingrich, was ultimately the nominee to challenge President Barack Obama.