I shoot mainly fashion advertising. Most common file size for final, retouched art: 60x90cm @ 300ppi. The largest file I have been asked for was 320megs, 8bit -- I think that works out to a little over a meter high.
My buddies in the agencies say that the greatest file quality requirements are for duratrans POP posters, as they are normally quite large and viewed from close distances.
I once had a project that was originally slated to be a horizontal for magazines only that turned into a vertical for duratrans, bus stop, and buses after it had already been shot. I had shot it with a 1DsII, and the final art was of marginal quality at best after we took the vertical crop and interpolated it.
That project is the reason I bought a P30+. I was horrified to see the 1DsII file break down so quickly after around 120megs...