According to the Nielsen Company, $117 billion was spent on all U. S. commercials in 2009. Of that $117 billion, $3. 5 billion was spent by the automobile industry, and $2 billion was spent by the pharmaceutical industry, accounting for the first and third industries in terms of advertisements dollars spent.
Both of these industries have typical new product launches and critical competitors in the industry. Department stores and instant cellphone services spent $1. 6 billion and $1. 5 billion respectively in 2009, representing industries with low differentiation and a want to make their brands stand out relative to competitors. Fast food restaurants ranked second with $2 billion spent on commercials.