You need two things for a port forward to show up from an external scan/connection attempt:
1) The port forwarding set up correctly on the router (which as you've described, sounds like it's working)
2) The device to which the ports are forwarded to, to be 'listening' on the ports (I think this is your problem)
I can set up a port forward from my router to my PC, but unless my PC is set up to listen on those ports, it will simply ignore the connection attempt and the device testing the port will get no response whatsoever. The device on the outside has no way of knowing whether the packets were dropped by the router (because #1 isn't working), or whether they were correctly forwarded but ignored by the device (because #2 isn't working). Either way it gets no response.
Do you have a windows 7 computer on the same network as your XBox? Open a command prompt and type:
telnet [ipaddress] [port]
IP address is your xbox address and port is one of the ports you opened. If you get a "connection refused" error, then you know it's XBox not listening on the ports your forwarded. If you get basically anything else (like a blank screen... you can type and press enter to have a little chat with the XBox...) then the XBox is listening on the port and you must have an issue with the port forward.
It's likely that the XBox only starts listening on the specific ports when the right game is loaded, or it's listening for connections, which may well not be all the time. I don't know a lot about how the XBox manages all that.