A broadcast reception apparatus according to an embodiment of the present invention comprises: a broadcast content processing unit for, when a channel switch signal is received, requesting broadcast content of a switched channel and displaying transmitted broadcast content of the switched channel on a first plane; a zapping advertisement processing unit for requesting a zapping advertisement server for a moving image zapping advertisement corresponding to the switched channel and displaying a received moving image zapping advertisement on the first plane; and a screen control unit for controlling the broadcast content of the switched channel to be displayed on the first plane after the moving image zapping advertisement is ended.
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