An ultrasound diagnostic apparatus includes: a transmission driver which transmits an ultrasonic beam from a transducer array toward a subject reception signal processors which process reception signals output from the transducer array having received an ultrasonic echo an image producer which produces image data based on the processed reception signals to produce an ultrasound image a region detector which detects a region including a high rate change portion, which changes at a rate equal to or higher than a predetermined value, from the ultrasound image as a first measurement region a controller which controls the transmission driver and the reception signal processors such that transmission and reception of ultrasonic waves are intermittently performed to decrease a frame rate in a second measurement region, where the high rate change portion is not included, less than in the first measurement region.
