Article: Efficiency of a transmitting antenna is the ratio of power actually radiated (in all directions) to the power absorbed by the antenna terminals. The power supplied to the antenna terminals which is not radiated is converted into heat. This is usually through loss resistance in the antenna's conductors, but can also be due to dielectric or magnetic core losses in antennas (or antenna systems) using such components. Such loss effectively robs power from the transmitter, requiring a stronger transmitter in order to transmit a signal of a given strength.

Question: What can cause that reaction?
transmitter