A particulate matter concentration measuring apparatus configured to measure a particulate matter concentration in exhaust gas includes an exhaust gas extraction line that is branched from an exhaust line and has a flow passage cross-sectional area smaller than that of the exhaust line, a particulate matter detection filter provided in the exhaust gas extraction line and configured to catch particulate matter, a heating unit configured to heat the caught particulate matter, and a differential pressure detection unit configured to detect a differential pressure generated between an inlet and an outlet of the particulate matter detection filter. The heating unit is configured to apply about 50% or more of a calorific value for heating the particulate matter to an area making up about 30% of the particulate matter detection filter on an upstream side of an exhaust gas flow.