The embodiment of the invention discloses an advertisement
insertion method and
system applied to a user terminal. The method comprises the steps of monitoring a name of a currently played channel and whether a
current time point reaches an advertisement
insertion time start point of an advertisement
insertion time period listed in a pre-stored channel program or not; stopping receiving or
processing a channel
signal if the
current time point reaches the advertisement
insertion time start point, and selecting a directed advertisement file matching with the duration of the advertisement
insertion time period from a directed advertisement
library, thereby
processing and playing the directed advertisement file, wherein the directed advertisement
library is established based on user interest;and recovering the receiving and
processing of the channel
signal when the directed advertisement file is played completely. According to the embodiment of the invention, the inherent advertisement content in original broadcast media is switched to the content in the directed advertisement
library, the condition that in the traditional broadcast media, the advertisement is pushed unreasonably ischanged, and the user experience is improved.