The US’s linear TV ad market will likely suffer a recession in 2017, according to Us finance analysts who follow the media sector. Michael Nathanson, analyst for MoffetNathanson, this week lowered his projections for TV ad revenue growth in 2017, saying that the 2017 TV upfronts lacked the urgency of last year’s market. Nathanson predicts TV ad revenue growth will drop 4% in 2017, a bit more than the 3.5% dip he predicted earlier this year. The decline in growth can be attributed to a number of trends: shrinking linear TV audiences and demand from consumers for lighter ad loads being two important ones. The rising tide against ad loads and in favor of subscription, ad-free services isn’t helping TV…