A frame image is divided into a plurality of divided areas, and it is determined whether each of the divided areas is a first region including a predetermined object or a second region not including the object. A brightness of each light emitting block is decided based on a result of the determination of each divided area. In cases where a divided area determined as the second region in a target frame has been determined as the first region in frames, which satisfy a predetermined condition, among past frames, the brightness of a light emitting block corresponding to the divided area is decided to a brightness closer to the brightness of a light emitting block corresponding to a divided area determined as the first region as compared to the brightnesses of light emitting blocks corresponding to the other divided areas determined as the second region.