I worked in landscaping for a few years when I was younger.
More important than when you lay the seed, is how well you take care of them.
Because the grass seed is merely laid on the top of the soil, it is extremely prone to drying out and dying off. Make sure you keep the seeds watered properly - watering in the morning and late afternoon is better than watering only once a day for a long time. Outdoor watering limitations are right around the corner, make sure to get an outdoor watering permit so you can water every day. Watering every other day won't bring you nearly the same results.
The type of seed you buy should be dependent on the amount of sun the area will get. A sun loving variety will not grow well in a shady area and shady version will easily burn in high sun areas.
I've seen poor results with most of the "budget seeds." Typically, you get what you pay for. The cheaper grass seeds tend to have a lot of weeds in them.
Good Luck!
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