By winning in Iowa and winning in New Hampshire, the press carried his message. And by the press carrying your message, that means there's hundreds of thousands of dollars a day that you don't have to spend on your own TV ads.
Essentially, he's going to walk away from that ad buy money in those states. And clearly a lot of the money he had been spending in those states was pulled out to bolster the New Hampshire effort.
I still want to wait and see how things shake out, but I'm thinking we certainly won't be setting any spending records.