In a method and apparatus for ultrasonic measurement, an ultrasonic pulse is transmitted into a object and received as an echo signal following reflection within the object, and the acoustic characteristic of the object is measured based on object position and frequency information contained in the echo signal. The measured acoustic characteristic is representative of information relating to degree of attenuation and frequency dependence thereof inside the object and obtained from the position and frequency information contained in the echo signal. The apparatus according to this invention displays an image of the distribution of the object acoustic characteristic obtained from the measured acoustic characteristic.