Political ad spending in the U.S. in 2016 is now expected to reach a record total of $11.7 billion, according to new data from Borrell Associates. TVNewsCheck reports that the forecast took a bump of $357 million, or 3.1%, in the latest calculation.

One reason that’s being cited is being called the Trump Effect, which includes a mix of “earned media” and “purchased media,” TVNewsCheck reports. “When a candidate with the most delegates has spent the least on advertising and gets twice as much earned media as all of his opponents combined, there’s something unusual at play,” the report notes.

The report notes that by 2020, the landscape will have changed dramatically, with broadcast television far less important and digital increasingly important.