Good public services are key here to getting demand up for commercial. If Education, Health and safety are low then your sims will not be getting the kind of jobs that will warrent the demand for commercial. Instead, Industry (especially dirty) will have more demand. In all of my cities, I can control what I zone for by deciding how well covered my city will be in terms of education and health. If I wish to create an industrial giant, then I simply have less school and health coverage. If I want lots of commercial jobs, then I usually give each neighbourhood good access to school, health and public transport.