1. An image display apparatus comprising: a light-emitting unit capable of separately controlling emission brightness in each of a plurality of divided regions in a screen; a determining unit configured to determine target brightness of a predetermined divided region, based on image data corresponding to the predetermined divided region; an estimating unit configured to estimate brightness of the predetermined divided region when light is emitted by the light-emitting unit at emission brightness which is based on image data in each of the plurality of divided regions; and a control unit configured to control emission brightness of two or more divided regions including the predetermined divided region based on a difference between the target brightness determined by the determining unit and the brightness estimated by the estimating unit.