I suspect this is your problem. There is also a size setting in Management Studio.

-y display_width

Sets the sqlcmd scripting variable SQLCMDMAXFIXEDTYPEWIDTH. It limits the number of characters that are returned for the large variable length data types:

varchar(max)

nvarchar(max)

varbinary(max)

xml

UDT (user-defined data types)

text

ntext

image