1. An automatic counting apparatus for automatically measuring the number of target objects included in an image, comprising: a discrimination means for discriminating the target objects included in the image based on face information extracted from the image; a counting means for measuring the number of target objects discriminated by the discrimination means; and a correction means for correcting the number of each type of target object measured by the counting means such that the counting error arising from the difference in the discrimination accuracy between each type of target object is minimized based on information related to the discrimination accuracy for each type of target object.