An image processing apparatus comprising: color value calculation means (704, 1103) configured to calculate color values from an image signal; average value calculation means (703, 1102) configured to calculate a spatial average value for each of a plurality of color components included in the image signal; intensity calculation means (705, 1104) configured to calculate an intensity coefficient indicating the intensity of noise reduction processing according to evaluation values including the average values and the color values; and processing means (706, 1105) configured to perform the noise reduction processing on a frame of the image signal according to the intensity coefficient, wherein the color value calculation means (704, 1103) is configured to calculate the color values of the image signal before execution of the noise reduction processing for the image signal and the color values of the signal after execution of the noise reduction processing, and wherein the intensity calculation means (705, 1104) is configured to calculate variation between the color values of the frame subjected to the noise reduction processing before the noise reduction processing and the color values calculated from the signal having undergone the noise reduction processing in a frame preceding the frame subjected to the noise reduction processing, calculate an average value difference by using the spatial average values of the plurality of color components, wherein a smaller value of the average value difference indicates a region more likely to be an achromatic color region, and a larger value thereof indicates a region more likely to be a chromatic color region, and calculate the intensity coefficient based on the average value difference and the color value variation. color value calculation means (704, 1103) configured to calculate color values from an image signal; average value calculation means (703, 1102) configured to calculate a spatial average value for each of a plurality of color components included in the image signal; intensity calculation means (705, 1104) configured to calculate an intensity coefficient indicating the intensity of noise reduction processing according to evaluation values including the average values and the color values; and processing means (706, 1105) configured to perform the noise reduction processing on a frame of the image signal according to the intensity coefficient, wherein the color value calculation means (704, 1103) is configured to calculate the color values of the image signal before execution of the noise reduction processing for the image signal and the color values of the signal after execution of the noise reduction processing, and wherein the intensity calculation means (705, 1104) is configured to calculate variation between the color values of the frame subjected to the noise reduction processing before the noise reduction processing and the color values calculated from the signal having undergone the noise reduction processing in a frame preceding the frame subjected to the noise reduction processing, calculate an average value difference by using the spatial average values of the plurality of color components, wherein a smaller value of the average value difference indicates a region more likely to be an achromatic color region, and a larger value thereof indicates a region more likely to be a chromatic color region, and calculate the intensity coefficient based on the average value difference and the color value variation.