Lightspeed GMI Social Pulse: Capturing Reaction to the Lowering of the Confederate Flag

Warren, NJ (July 13, 2015) – As the flag was lowered Friday at the South Carolina Capitol building, a Lightspeed GMI Social Pulse captured in-the-moment reaction from Americans. This poll* is part of Election in Context, an ongoing tracking study using the Context social intelligence tool** to track US Presidential candidate fanship through their Facebook fans.

Overall, 49% of all Americans polled thought the Confederate flag should be removed from government buildings. Of that group, 80% think it’s OK for the flag to be displayed in museums.

Interestingly, about half Republican and Democratic 2016 Presidential candidate Facebook fans agree that the flag should come down. Conversely, 48% of Democratic candidate Facebook fans and 49% of Republican candidate Facebook fans felt the flag should be, “allowed to be flown anywhere.” The post-event reaction captured with this pulse poll may be indicative of a trend alluded to by CNN in June that overall, the flag is seen more widely as a symbol of Southern pride than one of discrimination.

Where party fans differed most was in the opinion on whether the flag should be removed altogether or memorialized in a museum. Among Facebook fans of Democratic candidates, 16% support the flag removed everywhere, and only 11% fans of Republican candidates agree. 80% of Republican candidate fans feel the flag should be removed but displayed in a museum, a 15% point increase over Democratic candidate fans.

* Pulse poll conducted July 10, 2015 on Lightspeed GMI’s US Mobile Panel of Context panelists; 185 respondents.

** Through its social intelligence product Context, Lightspeed GMI is able to help build more holistic view of audiences and brand fans by combining Facebook ‘Likes,’ survey data and profiling data. To learn more about Context visit

Lightspeed GMI is an award-winning global digital data collection enterprise. Founded in 1996, its innovative technology and proven sampling methodologies deliver operational excellence throughout the online research process. With more than 5.5 million online research respondents in 45 countries, Lightspeed GMI’s proprietary panels deliver unparalleled quality, capacity and targeting.

Headquartered in Warren, New Jersey, Lightspeed GMI is part of the Kantar, the data investment management division of WPP, the world leader in marketing communication services. For more information, visit

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