Why people hate the radio ads? Why more and more people agree to pay money subscribing for satellite radio only to avoid hearing the commercials? Is it because they donÕt need to know about new offerings? Is it because they donÕt need any new products and services? Is it because advertisements themselves are intolerably bad? Or, probably, there are more serious reasons for this hatred? Author found out this reason. With this discovery, it was easy to suggest the ways to revitalize the ÒdeadÓ business and foresee the breakthrough innovations that recover the efficiency of radio advertisements.