There is provided a bounce rate measuring apparatus for measuring a bounce rate of a broadcasting service using service provision information generated based on a viewer's behavior of selecting a channel and leaving the channel. For example, the bounce rate related to a specific channel of the broadcasting service may be measured, the bounce rate related to a specific receiver may be measured, or the bounce rate related to a specific content provided through the broadcasting service may be measured. In addition, it is possible to more efficiently evaluate the quality of the broadcasting service or understand a viewer's interest based on the measured bounce rates of the broadcasting service.