can they ought to matter. he had several of business bankruptcies which should undermine his claims about being a super successful businessman. similarly with his decision not to spend his money, the usual reason to buy ads, you have a message you feel you need to get out in front of people. what message is there donald trump wants to send that's not being sent through the free media he's been getting. i think both of the choices make a lot of sense. we've seen campaigns have decided even in their freetime not to make a lot of attacks on donald trump because it seems to have backfired. if you did that on tv, not only would it probably not work, but you would spend a lot of money in the process. >> this focus group of trump supporters you were there, i was looking back at the record of it and found all the attacks back fired. the one that was most successful was about essentially layoffs at trump enterprises. here's this guy a popular champion.