Provided are an adaptive coding modulation (ACM)-based simulcast transmission and reception apparatus and method. The apparatus includes a transmitter configured to analyze whether or not it is raining in a region where a receiver is present on the basis of channel state information (CSI) provided by the receiver, encode and/or modulate an image signal according to the analysis result, and provide the encoded and/or modulated image signal through a single band or multiple bands. On the basis of a result of analyzing whether or not it is raining in a region where a receiver is present, it is possible to effectively prevent signal attenuation caused by rain by providing image signals having different resolutions through multiple bands when the region is in a rainfall state.