I actually think it's very radio friendly. It's easy to imagine blasting it from your local Top 40 station late at night.
Top 40 radio is really into dance-influence music right now. "E.T." is too slow to dance to, but it's not really a ballad either. It's going to have a difficult time finding a spot in regular rotation. The release could be saved by digital downloads, but considering that it's a fourth single and album sales are actually starting to pick up, even that's kind of a long shot.