As far as the media was concerned it wasn't about the elections but instead lining their pockets trying every possible way to achieve the highest ratings and selling the most print they could. Stirring up controversies proved a valuable tool for them. On one hand you had Donald making himself readily available via numerous campaign speeches and frequent appearances if only under friendly network settings. On the other Hillary--overlay optimistic about assuming victory--didn't match the same rhetoric Donald was putting into his campaign. Nor willing to appear as readily on TV. As a result Hillary received less coverage. This allowed Donald Trump to seize the campaign spotlight with his flamboyant style. Donald was the to go to guy who could both fill news columns and airtime stirring up controversy. Things hungry media feeds on.
The Bernie Sanders Factor
What neither party saw coming was the impact Bernie Sanders would have. Him being set aside by the democratic party proved to be a big mistake. There were rumors of scheming against Bernie within the democratic party before Hillary officially declared her candidacy. One could argue whether or not this led to Bernie's elimination in the primaries. Let us take a look at a few advantages his presence might have brought if he had not have been eliminated.