Donald Trump is conducting an unprecedented experiment in running a barebones campaign, in which he is not only the candidate, but also his campaign’s top surrogate, rapid-response operation, de facto press secretary, and primary fundraiser.

Some of the problems with that approach are beginning to show. On a rhetorical level, his attack on Judge Gonzalo Curiel was a disaster, suggesting his own self-interest and earning him harsh condemnation from fellow Republicans. His response to the massacre in Orlando—renewing his call for a moratorium on Muslims entering the country, and implying President Obama is a traitor—may endear him to elements of his base, but it has also frustrated many Republicans. The result is that the bottom has started to fall out of Trump’s poll numbers.

One culprit for this may not just be Trump’s own rhetorical indulgences. Trump is suddenly being hit with a lot of television advertising. Politico, not typically given to overwrought headlines, announces, “Clinton to unleash TV hell on Trump.” The Clinton campaign is about to spend “eight figures” in eight swing states: Colorado, Florida, Iowa, Nevada, New Hampshire, North Carolina, Ohio, and Virginia. All of those are swing states that Obama won twice, except North Carolina, which he won in 2008 but not 2012; the Trump nomination is considered by some forecasters to have put the state in play. Meanwhile, the buy excludes upper Midwestern states that Trump thinks he can win, but which Democrats apparently don’t think he can. Some of the ads are positive, but others are decidedly not.

Clinton is going on the air now, but Priorities USA, a Democratic super PAC that’s backing her, has already been on the air, not least with “Grace,” a powerful and hard-hitting ad that pounds Trump for his mockery of a disabled reporter:

Priorities is dropping a reported $20 million on that ad so far, which means a total spending of at least $30 million between it and the Clinton campaign. That’s nearly half as much as Trump’s rivals spent against him through mid-April, around $70 million, according to Kantar Media—and that was over the course of several months. Throughout the primary, Trump’s rivals hesitated to attack him, in part because they believed that he’d burn himself out and didn’t want to alienate his backers. By the time they realized their error, Trump was effectively unstoppable. Some of the biggest spends against Trump instead came from outside conservative groups like the Club for Growth.