The study is qualitative and used open-ended questions to collect data. Face-to-face interviews with working professionals from certified full-service advertising companies in Lahore were done to understand their impression of media monopoly. The study examined and identified the apparatuses that help build, develop, and maintain hegemony in Pakistan's full-service accredited advertising agency. Media planning and procurement are now more complex than ever. The findings revealed that hegemony is an ongoing process of articulation and invention. So media owners have to sell more space and time to the viewers. Many media groups tailored their offerings and media mix to the advertiser's needs. The study's principal conclusions are highlighted in the patriarchal media. This study's findings are crucial in that they help us better understand the challenges encountered by tiny non-network agencies in Pakistan. Overall, authorities need to address issues of hegemony in media planning and buying practises of full service certified and network agencies, as well as discrimination by huge media buying houses in the media sector and other fields. The consequences and substantive contribution to the intellectual corpus of knowledge and society are interpreted. It is about the battle of one class, company, culture, or body over another by generating values, conflicts of interest, or common grounds that the dominated class, company, or culture must obey. This idea assumes that there is an “institutional structure of media managers” responsible for setting business policies and media mix.

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