A laser induced fluorescence technique was used to investigate the build-up of lubricant films in compliant contacts operating in the isoviscous elasto-hydrodynamic regime (I-EHL). The described technique utilises an optimised optical set-up with a relatively high signal-to-noise ratio and was shown to be able to produce film thickness maps of the complete contact area and measure a very wide span of thicknesses, from 50 nm to 100 μm. Maps of film thickness were obtained over a range of entrainment speeds and loads for three different contact configurations and two elastomer materials, polydimethylsiloxane (PDMS) and a fluorocarbon rubber (FKM) which is typically used in rotary seal applications. In a model contact of a nominally smooth PDMS ball sliding on a glass flat, a crescent shaped area of reduced film thickness was observed towards the contact exit. In contrast to typical elasto-hydrodynamic contacts, no side-lobes of reduced film thickness were recorded, while the central film region exhibited a converging wedge shape. The elliptical contact of an FKM O-ring rolling on a flat glass showed a central region of flat film while areas of minimum film thickness were located near the contact edges either side of the centre. The highly conformal contact of relatively rough FKM O-ring sliding against a concave glass lens, a geometry more representative of that found in elastomeric seals, showed discrete regions of reduced film, corresponding to surface roughness asperities. With rising entrainment speed, some lift-off was observed, with surface roughness asperities appearing to be increasingly compressed. Measured films thicknesses were compared to existing theoretical predictions for I-EHL contacts and the level of agreement was found to be highly dependent on contact geometry and applied conditions.