A quarter of a century and 70 installments down the line, the evergreen "Now That's What I Call Music!" series has achieved the biggest ever iTunes sale in the U.K. for a compilation.

As well as being the biggest seller, "Now! 70" (EMI Virgin/UMTV) has also become the fastest selling compilation on iTunes U.K. since its release last month. The double-length set has also benefited from a £10.99 ($20.50) iTunes price tag compared to £15.99 ($29.80) for "Now! 69".

"'Now That's What I Call Music! 70' is the fastest selling compilation ever on iTunes in the U.K.," said director iTunes Europe Oliver Schusser in a statement. "It's also the first time the No. 1 album on iTunes has contributed 25 of the top 100 selling tracks, which shows the strong consumer demand for quality compilations."

Tracks on the album include Estelle's "American Boy", "Warwick Avenue" by Duffy and "S.O.S" from the Jonas Brothers.

"Now 70" has also been a major physical seller with a four-week tally of 647,752, including CD and download sales, according to the Official Charts Company. It opened with sales of 383,000 in the week of its July 21 release and is currently the second biggest compilation of the year, behind the 822,513 total for "Now! 69", which was released in March.

Apple did not disclose its U.K. sales figure for "Now! 70".