The Black Cats had been hoping to end their poor record at home but they were left embarrassed in their latest Championship encounter.
David Edwards and two goals from Mo Barrow put Reading in total control, while Lewis Grabban managed to score a consolation effort.
Sunderland saw Callum McManaman sent off to make matters worse but Coleman has refused to sulk after the defeat.
He has now challenged his side to push on and end their 21-match wait for a win at the Stadium of Light.
Coleman told ITV: "Our record here is not great and we were against a team that plays possession-based football. Then we got a man sent off, everyone was flat, doom and gloom, then Reading bossed it for long periods.
"It is a huge disappointment for us because we are flat again. I can see the frustration here, you can't blame everybody for being frustrated.
"The only way that it will be eased is to get a win somehow, no matter who its against. Between now and the end of the season there are a lot of games, but every game that rolls by here where we don't get those magical three points, it grows.
"Whatever happened before I arrived... all I can say is I have had one game and I have fallen flat on my face. No comebacks and no points. That's my responsibility. No excuses."