If VLM advertised more around the Southampton catchment area I would expect the load factors from SOU would be considerably more than what they actually are in my opinion.
Most of my colleagues and friends have never heard of VLM and I work within the shipping industry in Southampton so with better all round coverage there load factors should be far higher especially considering they are flying to two of Europe's largest port cities as in Antwerp and Hamburg from the United Kingdoms second busiest port in cargo terms and the largest cruise ship turn around port in Northern Europe that being Southampton.