TV, radio and DOOH advertising automation for Argentina

OpenMediaLogic can be deployed for Argentine broadcasters, radio groups, out-of-home operators and agencies. It is not live in Argentina today: the platform runs in Kazakhstan, Uzbekistan and Azerbaijan, where 200+ media brands use it. This page describes what an Argentine deployment would involve, in the market's own terms — and the site exists in Spanish, so the platform's description is readable in the language the market works in. Latin American television is measured by one company almost everywhere — IBOPE, formerly Kantar IBOPE Media — and planned on the same rating-point and cost-per-point arithmetic, so a deployment in one Southern Cone market is a deployment the neighbours can join; what differs — regulator, tax, e-invoicing — is on each country's page.

How Argentina trades, and what the platform connects to

• Television audience is measured by IBOPE (formerly Kantar IBOPE Media) on people-meter panels in Greater Buenos Aires and the main interior cities, extended in recent years; television is planned and traded on rating points, GRP and cost per point, with the seasonal price tables and package deals the market runs on. The planning module takes IBOPE data through the API and calculates GRP, CPP, reach and frequency on it.
• Broadcasters — Telefe (sold by Paramount in 2025 to a local group), Artear's El Trece and TN (Grupo Clarín), América TV and Canal 9, and the public broadcaster TV Pública — sell their own airtime through their own sales operations, each also selling cable and streaming inventory. The interior is a network of affiliates and independent channels selling local airtime. A group with a system of its own connects it through the API; an interior channel selling from spreadsheets runs its book on the platform.
• Radio audience is measured by IBOPE in Buenos Aires and the main cities; the groups (Radio Mitre, La 100 and Clarín's stations, Grupo América's radios, Cadena 3 in Córdoba, and the many regional groups) sell airtime through their own sales teams. The radio module handles the schedule, rate cards, booking, certificates and reconciliation for a group of any size.
• Out-of-home — the Buenos Aires and provincial operators sell classic and digital inventory directly, with digital screens growing in the capital's corridors and shopping centres. The platform runs the direct business — packages, bookings, proof of play, certificates — beside the TV and radio book.
• Regulation — ENACOM (Ente Nacional de Comunicaciones) licenses broadcasters and enforces the audiovisual law, including advertising time limits per hour and the registration of advertising agencies; advertising content is self-regulated through CONARP (Consejo de Autorregulación Publicitaria) and governed by the consumer-protection and fair-trading laws. Time limits are enforced in scheduling; a spot's approval status attaches to the creative in trafficking.

Commercial and legal terms of an Argentine deployment

• Billing in ARS, VAT at 21%, through an Argentine contracting entity, with the indexation clauses Argentine media contracts carry
• Electronic invoicing — every VAT-registered business issues electronic invoices authorised by ARCA (formerly AFIP), which in 2026 changed how invoices are authorised and how contingency works. The platform issues every closing document — invoice, certificate of airing (certificado de emisión), reconciliation — from the record the booking was made in, and an Argentine deployment connects that output to ARCA's authorisation through the API
• Hosting and data residency in Argentina, under the Personal Data Protection Law (Law 25.326) and the Agency for Access to Public Information (AAIP); role-based access, encryption in transit and at rest, audit log — see security
• Interface in Spanish — one of the platform's 16 languages, already in use on this site — with English available to every user
• Integration through the REST API: IBOPE data, playout and automation, agency planning and finance systems, accounting and ARCA
• Onboarding in 48 hours for the platform itself, reference data migration included

Where the platform fits in Argentina

The Buenos Aires broadcasters and the large agency groups run systems of their own, and a deployment there is a marketplace layer connected through the API — the alternatives page describes that relationship. The stronger fit is the interior — the affiliates and independent channels, the regional radio groups and the long tail of local stations, out-of-home operators' direct business, and the regional agencies — the part of the market that still books by e-mail and spreadsheet, and a media group that owns channels, stations and screens and wants to sell all three from one place. In the platform's three live markets that is where the results came from: up to 95% of a country's TV inventory on one platform; −32% media costs for a national advertiser (Beeline); +47% occupancy for a national broadcaster (NTRC Uzbekistan).

Next step

A demo on your own inventory or plan takes 30 minutes: request one. Category pages: TV advertising software, radio, DOOH, media sales, traffic and billing; the company profile. Neighbouring markets: Uruguay, Paraguay, Chile, Brazil.