In one aspect, a system for detecting and classifying direct response advertisements includes an advertisement candidate segment generation unit for generating an advertisement candidate segment for an advertisement section detected from a broadcast stream, a matching unit for determining whether the advertisement candidate segment matches an advertisement segment stored in an advertisement database (DB), a direct response advertisement determination unit for determining whether the advertisement candidate segment is a direct response advertisement if it is determined by the matching unit that an advertisement segment matching the advertisement candidate segment is not present, and a direct response advertisement grouping unit for grouping the advertisement candidate segment with advertisement segments that are direct response advertisements stored in the advertisement DB.