Noisy commercials usually don't last long (4)

I believe the answer is:

fads

I'm a little stuck... Click here to teach me more about this clue!

'usually don't last long' is the definition.
I can't judge whether this definition defines the answer.

'noisy commercials' is the wordplay.
'noisy' becomes 'f'.
'commercials' becomes 'ads' (advertisements).
'f'+'ads'='FADS'

Can you help me to learn more?

(Other definitions for fads that I've seen before include "Short-lived crazes" , "Fashions or vogues" .)

I've seen this clue in the Evening Standard.

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