MSM gave Trump a platform and more face and mouth time than he could have bought with his money. The people watching could see what he was even through all the badmouthing by the media and enough liked what they saw that we elected him.
I told you he beat them at their own game, didn't I?
;-)
Also factor in that Trump has decades of experience in getting free media coverage, though not nearly as intense as now or during the campaign.
The media also made big bucks through higher ratings. A symbiotic relationship.