A broadcast receiving apparatus is provided. The broadcast receiving apparatus may include a display, a storage configured to store a broadcast channel list and a CP channel list in which at least one of CP channels where content information provided by a content provider is mapped to is sequentially arranged, a communicator configured to communicate with a server providing Electronic Program Guide (EPG) information, an input interface configured to receive a user command and a processor configured to, in response to the user command being inputted, display an EPG UI including the broadcast channel list on the display, and the processor inserts a content advertisement including the CP channel information between broadcast channels included in a first page of the EPG UI and displays the content advertisement.