Billionnaire real estate mogul and Republican presidential candidate Donald Trump says he has no intention of apologizing to Sen. John McCain, R-Ariz. Pictured: Trump speaks at the Family Leadership Summit in Ames, Iowa, on July 18, 2015. Reuters/Jim Young

After enjoying a parade of nonstop media coverage for the past month, Donald Trump on Friday complained to MSNBC's Joe Scarborough that he wasn't being covered enough on air.

The complaint came, naturally, during a segment about Donald Trump.

After a question about the momentum of Trump's campaign, the ex-reality TV star took issue with an earlier segment in which Scarborough neglected to mention Trump's name among other Republican contenders.

"Well, I’m leading in all of the polls by a lot," Trump began. "But I was listening to you talking about Bush and Rubio and a couple of others, and you sort of forgot to mention my name, even though I’m creaming them in the polls."

Scarborough laughed. "What are you talking about? We’ve been talking about you for a week!"

"I don't understand quite what you're doing," Trump said quietly.

"Donald, what are you talking about? How thin is your skin? I've been talking about you for a week!" Scarborough repeated.

"When you were talking about Bush, who, by the way, is about 10 points lower than me, you mentioned, 'Can Kasich beat Bush?' Well, excuse me, but, what about Trump?" the mogul said. He went on to bash the reporting of MSNBC's Kasie Hunt, whom Scarborough didn't really attempt to defend.

Trump's lament occurred on the first morning that he was absent from cable TV coverage, after a grisly mass shooting in Louisiana gave Bobby Jindal, until now an overlooked candidate, the chance for some airtime. International Business Times reported earlier this week that Trump has dominated coverage for the past month, enjoying almost 40 percent of networks’ overall campaign coverage in the evening.

"Donald, you're not really that thin-skinned, are you?" Scarborough asked one more time on Friday.

"Oh, I'm thin-skinned," Trump said.