Apparently One Direction's MOR masterpiece 'Fireproof' was downloaded 1.1m times in the 24 hour period in which it was available for zero pence.
That figure was announced by Columbia and reported by Billboard and has now been re-written into the news story you see before you.
According to the Billboard article, there isn't too much comparable data in terms of massive acts giving away songs for free, although they do point out that a typical free single of the week on iTunes will generate around 300,000 downloads on average.
Twitter have also announced that there were 1.7m tweets about 'Fireproof' on September 8, which is pretty impressive in one way but a little underwhelming when you also consider that over 20m follow Harry alone.