Watering your yard is very popular in my neighborhood. Most folks here water frequently and some do it for very long periods of time. Got one neighbor that waters for hours at a time, to include several overnight waterings and also waters during any rain shower. They're looking for maximum saturation.
Here's a rundown of this neighbor's recent waterings:
Thursday night...overnight watering, even during a significant rain shower
Friday...started sometime before 10:30 AM...I finally shut it off at 6:30 PM. They did get the water on the ground during the hottest/sunniest part of the day, trying to beat the evaporation
Saturday...started sometime before 11:00 AM. I finally shut it off at 2:15 PM.