Well, the fact is negative advertising works. Most people will say that they want the candidates to discuss the issues, but they are more heavily influenced by negative campaigning. This has always been a fact nothing has changed in decades. The only thing that has changed is the degree to which the candidates will roll in the mud.
One more thing should be clear. While Trump personally verbally assaulted Hillary at every opportunity it was Hillary who spent the most money attacking Trump. I don't recall the exact figure but she outspent Trump in negative ads something like 5 to 1.
One only need look back and ask themselves what did Hillary want to do as President? I cannot recall one thing other than her wanting to raise taxes.
But we can all recall that Trump wanted to build a wall, lower taxes, appoint a conservative to the Supreme Court etc.
But yes both were negative no question.