Which Type of Radio Commercial is Right for Your Small Business on the Costa del Sol?

Running a small business on the Costa del Sol is a bit like juggling sangrias and tapas at a sunny terrace, fun, chaotic, and occasionally you spill a little. The same goes for advertising. You know you need to reach locals, expats, and tourists, but how?

The answer is often simpler than you think: radio advertising. And picking the right type of radio commercial can make all the difference. Here’s a practical guide for small businesses, with examples that feel more like friendly advice than a marketing lecture.

1. The 30-Second Spot: Quick, Punchy, Effective

Think of this as the espresso of radio commercials: short, strong, and memorable. Perfect for:

• Announcing a weekend special at your café
• Promoting a flash sale in your boutique
• Creating brand awareness quickly

It’s concise, cost-effective, and doesn’t overwhelm listeners. On stations like Chilli, a well-placed 30-second ad can reach English-speaking locals and tourists alike, just enough to pique their curiosity without stealing too much airtime.

💡 Tip: Keep your message simple and include a clear call-to-action like “Visit us today!”

2. Interview or Testimonial Style: Build Trust

Want people to actually believe in your business? Let your customers do the talking.

A 60-second testimonial or interview spot works wonders for:

• Restaurants or cafés with loyal customers
• Service-based businesses like gyms or wellness centres
• Shops selling local or artisanal products

Listeners trust real voices and stories more than any flashy ad. Hearing someone rave about your tapas or handmade jewellery can convince a tourist or local to stop by, faster than any online banner ad.

3. Humorous or Entertaining Skit: Make Them Smile

A little laughter goes a long way. A funny 30–60 second skit can make your brand unforgettable.

• A playful café ad about missing your morning coffee
• A boutique poking fun at last-minute gift shopping

Humour makes people remember your business, and keeps them talking about it after the ad ends. On the Costa del Sol, where life is relaxed and sunny, a smile in your ad goes a long way.

4. Sponsorship or Segment Integration: Stay Top of Mind

Instead of just a one-off ad, consider sponsoring a local radio segment:

• The morning show on Chilli
• Weekend music mixes
• The shoutout show

Your business becomes part of the listener’s routine. People start associating your brand with the content they enjoy, a subtle but powerful way to stay memorable.

5. Localised or Community-Focused Commercial: Be Relatable

Mention a nearby landmark, local festival, or popular expat spot. Tailoring your ad to the community makes it feel personal and relevant.

Example: “Stop by Café Sol near Marbella’s promenade and grab your favourite latte before your beach walk!”

Listeners love hearing something that resonates with their daily life. It’s the kind of connection that makes them feel like your business is one of their own.

The Bottom Line

Choosing the right type of radio commercial isn’t about memorising a list of 10 formats. It’s about matching your business goals, audience, and personality. Whether you go for a short 30-second spot, a funny skit, a heartfelt testimonial, or a localised community message, the goal is the same: connect, resonate, and be remembered.

Stations like Chilli make it easy for small businesses to reach the right audience on the Costa del Sol, without overthinking it.

If you want to see how Chilli can help your business reach local customers, check out our advertise page.

🎶 Chilli.fm — your partner for radio advertising that actually works.