FWIW my university's promotion and tenure guidelines were revised recently (April 2013) to explicitly include consideration of patents and commercialization activities:
"Promotion and tenure require excellent performance and the promise of continued excellence in 1) teaching, 2) service, and 3) research, creative work, and scholarship. The University values an inclusive view of scholarship in the recognition that knowledge is acquired and advanced through discovery, integration, application, and teaching. Given this perspective, promotion and tenure reviews, as detailed in the criteria of individual departments and colleges, will recognize original research contributions in peer-reviewed publications as well as integrative and applied forms of scholarship that involve cross-cutting collaborations with business and community partners, including translational research, commercialization activities, and patents."
I think we may see more of this sort of thing as the funding landscape changes and the share of state funding for universities decreases further.