BUENOS AIRES — Argentina’s Bureau of Cable and Internet Advertising (BPCI), representing the leading feevees, has tapped Ricardo Sandler as president.
Sandler, who takes up his post May 1, is executive director of advertising and marketing at women’s pay net Utilisima.
He replaces Javier Asensio, head of ad sales at Liberty Media-owned Pramer, Latin America’s leading pay TV distributor and programmer.
Sandler takes the two-year post as federal broadcasting regulator Comfer is cutting advertising time on cable. This month, it began limiting commercial breaks to three during movies. Next, it wants to restrict ad time to 12 minutes, in line with limits for free-to-air broadcasters.
The moves are expected to cut revenue for feevees, which have doubled their share of TV ad revenue to 12% over the past decade thanks in part to heavy marketing by BPCI.
The bureau’s members account for 90% of pay nets in Argentina, including Cartoon Network, Fox Sports and National Geographic Channel.