Fans of the late Elvis Presley have reacted with delight to the news that the King of rock'n'roll has hit number one again - and broken a chart record in the process.

Andrew Hearn, of the Essential Elvis fan club, said: "It's a thrill seeing Elvis back at number one.

"We knew it was coming," he told BBC News Online.

"As soon as it came out, we heard from his record company that they were expecting it to be a massive hit."

Some Elvis fans have been buying multiple copies

Mr Hearn believes the record, A Little Less Conversation, has crossed over to many buyers outside Elvis's traditional fan base.

"Elvis has always been an entertainer who interested all age groups, and I found that his original fans are buying it and a whole new audience of fans are buying it too" he said.

The fact that Elvis has now pulled ahead of the Beatles for the number of UK number ones was an extra treat.

"I'm over the moon, he really deserves it," said Mr Hearn.

George Davis, of the Northampton branch of the Elvis Presley fan club, thought the use of the song in a TV advertisement had clinched its chart success.

"Looking at all the play it got on the Nike ad I knew it would go to number one.

"And with the advert and radio airplay it's got it's reached a lot of new fans," he said.

Paul Downie of Scotland's The Elvis Touch fan club was not surprised at the record's sales, he told BBC News Online.

'Dance beat'

"I got a promotional copy from the record company and I'd been playing it at club dances for some time.

"People kept asking me what it was.

"I thought it had the potential to go to number one because it was aimed at the younger market, with the dance beat running through it."

But the news that it had hit the top was still sweet, said Mr Downie.

"I listened to it last night on the BBC chart show with my glass of champagne," he said.

And Mr Downie offered another reason for the record's sudden success.

"Some people have been buying two or three copies - they were determined to get Elvis to number one."