An ultrasound diagnostic apparatus is provided. The ultrasound diagnostic apparatus includes an image data generation unit configured to generate image data corresponding to one frame of a subject, based on sound ray data acquired by transmitting ultrasound to the subject, a high intensity image determination unit configured to compare strength of sound ray data corresponding to the one frame with a predetermined value and determine whether the one frame is a high intensity image, a setting unit configured to set a region of interest onto an image based on the image data generated by the image data generation unit, and a time intensity curve arithmetic unit configured to eliminate sound ray data corresponding to the region of interest in the high intensity image and perform an arithmetic operation on a time intensity curve in which pixel values of the region of interest set by the setting unit are made consecutive.
