Donald Trump dominated news programming during the 2016 presidential buildup, often times leading the 6 o’clock headlines with comments like the ones he made in December about restricting Muslims from entering the country.

And when the talking heads were done rehashing Trump’s latest attention-grabbing speech, they broke to a commercial and you got served three or four ads from other candidates. Which leads us to this question:

What resonates with you – the newscast or the commercials?

Trump was banking on the former and, so far, he’s been right.

According to the analytics from Facebook, Trump was responsible for a minimum of 80 percent of that social media platforms’ conversation around the 2016 presidential race on any given day. Regardless of whether or not you agree with the views of Trump, he grabs your attention with his many opinions. In other words, he’s producing content people want to consume.

The genius of Trump’s campaign is that he has spent virtually nothing on television adswhile other candidates were spending tens of millions of dollars more. The Federal Communications Commission ensures that all candidates receive equal opportunity to purchase commercial inventory; but news editors decide how much time their shows spend talking about each candidate. Most of them devoted time talking about Trump.

In a story the New York Times did on him during  a New Hampshire campaign stop in RochesterTrump said, “I’ve gotten so much free advertising, it’s like nothing I’d have expected. When you look at cable television, a lot of the programs are 100 percent Trump, so why would you need more Trump during the commercial breaks?”

Don’t expect that to change as Trump now sets his sight on presumptive Democratic nominee Hillary Clinton. He recently referred to Elizabeth Warren, a possible running mate to Clinton, as Pocahontas in reference to Warren’s challenged claims of having Native American ancestry.

Trump has been called a lot of things since he announced his candidacy and here’s one I’ll add to the list: Great content marketer. The candidate who has spent near the bottom is on the verge of being the Republican nominee for president.

Content is king and it certainly trumped (pun intended) advertising in this presidential primary race.