I'm not sure it does fail the radio test - it's interesting that in this thread there seem to be different definitions here of radio test. I'd give it a low PassMinus or PassMinusMinus rating because it can be pronounced, and remembered because it corresponds to a known word, minus because there is only one known word it corresponds to so users easily assume that instead of trying to differentiate between the possibilities they know of. Cough.com - does that pass the radio test? What about rough.com? By the way, I realise I listen to more radio ads than I used to now via online radio and streaming, and I never view any graphics or text with them.