Both. I'm potentially dealing with companies at the level of Nike and Adidas. The images are intended for use in everything including websites, national marketing campaigns, large posters, that kind of thing. I have my foot in the door and want to make sure that my file quality is up to scratch.
Edited to add: I shoot in raw, and sometimes am asked to supply raw files for their graphic design people to work with. I supply processed jpegs as proofs and they select what they want.
I also create video intended for the web, shooting in 4K but exporting in 1080p. The footage may be used at a later date for TVC's, so I need to keep this in mind for quality levels, both in output and composition/lighting.
The 5D Mark II has awful shadow banding and noise which is sometimes visible even in properly exposed images. Depending on the situation, I shoot to preserve highlights in the subject, which can result in dark backgrounds that show this banding and cross hatching. The M9, interestingly, does not have this to anywhere near the extent of the 5D II, but I've processed some Sony A7rII and III raws and found them to be clean as heck.
I'm becoming increasingly frustrated with the autofocus of the 5D II, which was fine for landscapes, product photography, candids, still lifes etc, but not for rapidly moving boxers who pivot and shift in unforseeable ways.
As I said, I want to make this easier for myself, and ensure that my files are as good as I can get for the limited budget I'm working with at this time.