Almost everything you use in your household falls under 5 companies. So in the end, most is owned by the few; not just in media, but across all aspects of life. In regards to the political area, I'm not surprised that almost all media falls under few companies. If it were that everything was owned by dozens of small companies, it would be just as difficult to get involved in that industry- rather than having massive companies forcing you out, you have an essential rabid bloodbath to deal with instead. Politically, this can be seen in the case of too few political parties or too many political parties. The net result is the same- irritation with the government.
That's called consumer staples. They have always been owned by a major group of people, as it's an acquisition industry. Not much room for small-time toilet paper and soap manufacturers on anything larger than a local level of success. Id like to mention of which there is alot. I buy my shampoo and soap from my local Granny shop. 'People are forced to use Axe/Wonka!' has nothing to do with the corporate patchjob that is the media apparatus. There's no political slogans ["Free Market capitalism is the path to prosperity" - Larry Kudlow's cult-like saying he repeats all the time, CNBC] on your Pine-sol, no hyperbole ["Obama is stealing from your children by having a deficit!" -Hannity, Faux] being spewed from your detergent which skews and distorts information.
You're on the completely wrong path with your insinuation that Clorox/P&G is at fault for this clusterfuck, the media ownership is the actual issue:
Trust me. Clorox isn't a villain any more than Hershey Brands is. It's these ^ people dumbing the country down, not the staple industry. Unless you'd like to make your own toilet paper.