1. An apparatus for calculating an audience rating using an interactive television, the apparatus comprising: a receiver for receiving contents; a controller for providing contents to a user and for controlling interactive data transfer; a user history recorder for saving information on a user's action on a corresponding content under control of the controller, the user history recorder including a consumption type recorder for segmenting a user's consumption type on content and for saving the segmented behavior, and a consumption behavior recorder for recording a user's consumption behavior on each section according to the user's action made on different sections while using content; and a data transmitter for transmitting at least one of the consumption type and the consumption behavior information recorded in the user history recorder every cycle or upon a requesting, wherein the consumption type recorder comprises: a recording record area for recording relevant information and frequency thereof regarding when the user records the content, and a back-up saving record area for recording relevant information and frequency thereof regarding when the content is saved in an external storage besides a receiver, and wherein the consumption behavior recorder comprises: a normal finish record area for recording information regarding whether the user has viewed the entire content to an end at a normal speed, a stopped record area for recording section information regarding a stopped action made by the user during a middle of the content, the section information regarding the stopped action including a stop point indicator relative to the content, a skimmed record area for recording section information regarding a skimmed action made on the content, and a skipped record area for recording section information regarding a skipped action made on the content, wherein the stopped action, the skimmed action and the skipped action are each different actions; and wherein the information from the normal finish record area, the section information from the stopped record area, the section information from the skimmed record area and the section information from the skipped record area are transferred by the data transmitter, wherein the normal finish record area stores a flag value indicating whether a user watched a content from a beginning to an end at a normal speed, and a frequency of the normal finish action based on the flag value, the stopped record area stores a stop point indicator indicating a latest stopped point in the middle of the content, and a frequency of the stopped action based on the stop point indicator, the skimmed record area stores a section start/end information or a section start/length information relating to a section having the skimmed action, and a frequency of the skimmed action based on the section start/end information or the section start/length information, and the skipped record area stores a section start/end information or a section start/length information relating to a section having the skipped action, and a frequency of the skipped action based on the section start/end information or the section start/length information, wherein the normal finish record area, the stopped record area, the skimmed record area and the skipped record area include an area for storing the frequency of an action per section.