A method for measuring a forward load in a sector includes: acquiring the amount of best-effort (BE) service data respectively transferred by each BE service user in a sector in a predetermined period of time; acquiring a time used by each BE service user for transferring BE service data in the predetermined period of time; and calculating a user equivalent rate of the BE service in the sector for the forward load by using the used time and the amount of the BE service data. The measurement apparatus includes a data amount acquiring unit, a time length acquiring unit, and a rate calculating unit. The measurement method and apparatus can measure a forward load of a BE service in a sector accurately.