1. A method of surveying watching of image content output from a broadcast receiving apparatus, the method comprising: displaying image contents on a screen, by the broadcast receiving apparatus; capturing signature images of the image contents, by the broadcast receiving apparatus; and in response to receipt of a query, comprising a target image of image contents to be surveyed and information for identifying the image contents, from an external server, determining whether at least one of the captured signature images matches to the target image, by the broadcast receiving apparatus and if the at least one of the captured signature images matches to the target image, transmitting the information to the external server, wherein the query is to survey whether the image contents including the signature image matching to the target image are watched by a user, and wherein the capturing comprises capturing the signature images of the image contents at a predetermined time interval.