© 2015 Political Studies Association of Ireland. Discussion of balance in media coverage of politics is contentious, in part, because balance is notoriously difficult to define to the satisfaction of all those involved. Research in this area is generally focused on election news coverage to determine balance versus bias in visibility, favourability and success at securing attention for issues promoted. In this article, the analysis is directed at an earlier stage in the media coverage process. More particularly, the study draws on unique access to documentation to examine how balance obligations are interpreted and implemented in practice. The study raises important issues about campaign communication rules, the regulation of broadcast election coverage and the most appropriate administrative structures to oversee areas where the media interacts with the political system at election times, specifically news coverage, political advertising and leader debates.