Coldplay fans waiting to hear the band's first single for two years were treated to a repeat performance when Radio 1 DJ Fearne Cotton played it twice, back to back.
Every Teardrop Is A Waterfall was also played on Radio 2, 6 Music, Absolute Radio and Xfm as part of a publicity blitz.
Fearne said she was "honoured" to help debut the track which is released on Saturday on download in the UK, and tweeted fans: "playing it again sod it".
The song, which includes the lyrics "I'd rather be a comma than a full stop", got a positive reception from fans online.
One writing on Twitter said: "Wait... did Coldplay just release their best song in ten years? Every Teardrop is a Waterfall is spectacular."
Another said: "Best song of 2011."
Coldplay are due to top the bill at the Glastonbury Festival on Saturday June 25.